Cyber Week Results & Top Trends
December 4, 2019
Hear that crash? It’s the sound of records breaking. Cyber Week results are in and the numbers are off the charts. According to LiveArea partner Adobe Analytics, Cyber Monday hit a record $9.4 billion in U.S. online sales, making it the largest online shopping day of all time. At one point consumers were spending $12 million per minute.
A record 189.6 million U.S. consumers shopped from Thanksgiving Day through Cyber Monday this year, an increase of 14% over last year’s 165.8 million, the National Retail Federation and Prosper Insights & Analytics tallied. The total was a 19.7% jump from last year, according to Adobe Analytics.
According to LiveArea partner Salesforce, 73% of all digital traffic across Cyber Week came from a mobile device, marking yet another groundbreaking day for mobile commerce. But mobile orders were the real breakout star, as mobile buying reached 56%, solidifying the device’s position as a true driver of digital traffic and orders.
Smartphones set a new record on Cyber Monday this year, accounting for $3 billion, or one third of all sales, according to Adobe, which tracks the web transactions of 80 of the top 100 internet retailers in the U.S.
Black Friday was also a winner for mobile shopping with $2.9 billion in sales coming from smartphones alone. Close to 40% of all eCommerce sales were made on a smartphone, a 21% increase year on year while 61% of all online traffic to retailers came from smartphones, a 15.8% increase over 2018.
Let’s get physical
On the downside, Black Friday sales for brick-and-mortar stores dropped 6.2%, according to ShopperTrak data. No doubt the decline in physical store shopping was influenced by the rise in Black Friday online shopping, which hit a record $7.4 billion for the day, according to Adobe Analytics.
Although consumers may not have shopped in stores they traveled there in droves to pick up goods purchased online. Click-and-collect (also known as buy online, pickup in store or BOPIS) orders grew 43.2% year on year. Also, shopping patterns illustrated that “omnichannel” is a reality today with more than 75.7 million consumers buying across both digital and physical channels. Moreover, spending was 25% higher for shoppers that bought in multiple channels.
The results also reflect consumers’ increasing level of comfort buying online, including big-ticket items. Average order value set a new record for Black Friday at $168, up 5.9% from 2018. In fact, shoppers spent an average $361.90 on holiday items over the five-day period, up 16% from $313.29 during the same period last year. Of the total, $257.33 (71%) was spent on gifts. The biggest spenders were 25- to 34-year-olds at $440.46, followed by 35-44 at $439.72.
Engagement through digital marketing initiatives also upended last year’s numbers and drove product purchases. Salesforce reported that email volume on Black Friday grew 17% from Thanksgiving Day and text messaging also was up on Black Friday, up 22% from Thanksgiving and 148% higher year over year. According to the NRF, 39% of consumers looked to emails from retailers for information on deals and promotions.
And just what were people buying? Tech products such as AirPods and Nintendo Switch gaming systems were among Monday’s top sellers along with hot toys such as “Frozen 2” merchandise and L.O.L Surprise Dolls, according to Adobe. Top gift purchases over the weekend included apparel (bought by 58% of those queried in the NRF survey), toys (33%), electronics (31%), books/music/movies/video games (28%) and gift cards (27%).
At this rate, eMarketer’s forecast doesn’t seem off pace. The firm forecasts that total U.S. retail sales will climb to $1.008 trillion, making it the first-ever trillion-dollar holiday season. Now that’s a happy holiday.