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Record Breaking Cyber Monday Online Sales

According to Adobe Analytics, this year’s Cyber Monday has set a new record in US online sales, generating around US$7.9 billion – a notable 19.7% YoY increase.

The data makes Black Friday America’s biggest online shopping day of all time, beating Thanksgiving Day with US$3.7 billion (+28% YoY) and Black Friday with US$6.2 billion (+23.6% YoY).

Adobe Head of Marketing and Customer Insights, John Copeland, asserts sales from smartphone devices contributed US$2 billion, an “all-time high”:

“Cyber Monday sales topped $7.9 billion according to Adobe Analytics data, making it the single largest shopping day in U.S. history”

“Sales coming from smartphones hit an all-time high of $2 billion and we saw a significant spike in the Buy Online, Pickup In-Store trend.”

The full Thanksgiving season (November 1 – November 26) has thus far generated US$58.5 billion in online sales (+19.9% YoY), with each day collecting over US$1 billion.

‘Click and Collect’ models jumped a record 50% year-on-year over the Thanksgiving weekend, as more retailers seek to streamline their online and offline divisions.

As per Adobe Analytics, top Cyber Monday sellers in America included the; Nintendo Switch, Little Live Pets, Red Dead Redemption 2, LG TVs, drones (DJI, Air Hogs, Sky Viper), Dell laptops, FurReal Pets and Amazon Echo devices.

Revenues from smartphones is forecast to hit US$2.1 billion on Cyber Monday, up from US$1.4 billion last year – a whopping 48.1% YoY lift.

US consumers have mirrored global trends, increasingly opting for mobile devices to engage in Cyber Monday sales.

Mobile usage represented 51.4% of Cyber Monday site visits, with 43.6% on smartphones, and 7.8% on tablets.

According to Adobe’s US data, the ‘golden hours’ of Cyber Monday online shopping was between 10pm and 1am, as consumers head to bed.

On a category basis, Black Friday saw the biggest discounts on televisions and computers.

For Cyber Monday, direct website traffic ranked the highest for driving revenue (25.3% of sales), followed by paid search (25.1%), natural search (18.8%) and email (24.2%).

Further information is available on Adobe’s website here.

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