Cyber Monday: By the Numbers

Posted by Cristina Lucero, Research Associate

Last year, for the first time, the Monday after Thanksgiving was the biggest online shopping day of the year by sales and the first day ever that online sales passed $1 billion, according to comScore.  However, this Cyber Monday surpassed last year’s, reaching $1.25 billion in online spending.  Cyber Monday 2011 took the cake as the heaviest online spending day in history and the second day on record to surpass the billion-dollar threshold.   Heavy discounts contributed to the big day—78 percent of retailers offered online promotions, almost half offered discounts, 38 percent ran limited-time flash sales and one third offered free shipping (Shop.org).

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Macro-trends

  • Cyber Monday 2011 was only the second time that a billion dollars in online commerce occurred in one day.  For the holiday season to date, $15 billion has been spent online, a 15 percent increase versus the same days last year (WSJ).  Overall, eMarketer expects online holiday sales to rise 17% year-over-year to $46.7 billion.
  • The average online buyer conducted 1.9 online transactions on Cyber Monday and spent an average of $125 (IBM Coremetrics)
  • “Best Buy,” “Kohls” and “Macys” were among the top 10 most-searched terms in the U.S.

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Mobile Trends

  • 10.8 percent of people used a mobile device to visit a retailer’s site on Cyber Monday, up from 3.9 percent in 2010 (IBM Coremetrics)
  • Apple’s iPhone and iPad ranked one and two for mobile device retail traffic (4.1 percent and 3.3 percent respectively).  Shoppers using the iPad drove more retail purchases than any other device with conversion rates of 5.2 percent versus 4.6 percent for the iPhone (IBM Coremetrics).
  • PayPal Mobile announced a six-fold (552 percent) increase in global mobile payment volume on Cyber Monday 2011 compared to Cyber Monday 2010

Social Trends

  • Shoppers referred from social networks generated 0.56 percent of all online sales on Cyber Monday versus 0.53 percent on Black Friday (Social Radar)
  • Discussions on social media sites leading up to Cyber Monday increased in volume by 115 percent compared to 2010.  Shoppers were mainly sharing tips about using price comparison websites and avoiding cyber scams (Social Radar).

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