Cyber Monday breaks record with $7.9 billion in online sales
today Nov 28, 2018
Cyber Monday 2018 was officially the largest online shopping day of all time in the U.S.
The online sales day was as successful as could be with record breaking sales of $7.9 billion, up some 19.7 percent year-over-year, according to a report by Adobe Analytics.
The online sales record was followed by Thanksgiving Day and Black Friday, which each brought in $3.7 billion (28 percent growth YoY) and $6.2 billion (23.6 percent growth YoY) in revenue, respectively, while the weekend set a new record as the biggest online shopping weekend in the U.S. with sales of $6.4 billion.
According to the report, online sales and pickup in-store options dominated sales with retailers with physical stores driving 28 percent higher conversions online.
More consumers are also turning to their smartphones to make purchases. Mobile overall represented 51.4 percent of site visits (43.6 percent smartphones, 7.8 percent tablets) and 34 percent of revenues, making it the first Cyber Monday where more than half of visits came from mobile.
“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,” explained John Copeland, head of Marketing and Customer Insights at Adobe.
The nationwide basket averaged $138, up 6.1 percent year-over-year.
By city, Denver had the biggest shopping baskets since Thanksgiving with orders averaging $163, followed by $157 in San Francisco, $156 in New York, $156 in Portland and $154 in the Seattle/Tacoma area.
On Cyber Monday, sales were primarily driven by direct website traffic, which ranked highest for driving revenue at 25.3 percent share of sales (down 1.2 percent YoY), followed by paid search at 25.1 percent (up 7.4 percent YoY), natural search at 18.8 percent (down 2.8 percent) and email at 24.2 percent (up 0.5 percent).
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