Christian Retailing

Cyber Monday sees online shopping record as mobile drives traffic Print Email
Written by Christine D. Johnson   
Tuesday, 03 December 2013 03:09 PM America/New_York

CyberMondayIBM-webU.S. shoppers made Dec. 2—Cyber Monday—the biggest online shopping day in history with a 20.6% increase in online sales, according to cloud-based analytics findings from IBM. Mobile sales exceeded 17% of total online sales, an increase of 55.4% year over year.  

Cyber Monday also capped the highest five-day online sales period on record—from Thanksgiving Day through Cyber Monday—which grew 16.5% over the same period in 2012.

“We continue to see a dramatic movement of the new digitally savvy consumer as Cyber Monday once again proved to be the star of this holiday shopping season,” said Jay Henderson, strategy director, IBM Smarter Commerce. “The mobile device has become the shopping companion of choice for consumers, driving record mobile sales with 55% growth over last year.”  

The average order value on Cyber Monday was $128.77, down 1% year over year. 

Comparing Cyber Monday this year to Cyber Monday last year, mobile traffic grew to 31.7% of all online traffic, increasing by 45% compared to 2012. Smartphones drove 19.7% of all online traffic compared to tablets at 11.5%. However, tablets drove 11.7% of all online sales, more than double that of smartphones, which accounted for 5.5 %. On average, tablet users spent $126.30 per order compared to smartphone users who spent $106.49. 

With social media, on average holiday shoppers referred from Facebook spent 6% more per order than shoppers referred from Pinterest. Facebook average order value was $97.81 versus Pinterest average order value, which was $92.40.  Facebook referrals converted sales at a rate 38% higher than Pinterest.

Cyber Monday outpaced Black Friday this year, as online sales Dec. 2 were up 31.5% over Black Friday, yet consumers spent 5% more per order on Black Friday versus Cyber Monday. Cyber Monday shoppers’ average order value was $128.77 compared with $135.27 for Black Friday.

Additionally, the National Retail Federation survey of consumers found young adults 18-34 spent the most of any age group over the weekend, an average $460. Showing up for big retail discounts, 49% were at stores by midnight Thanksgiving, with eight in 10 shopping on Thanksgiving Day and 58% Black Friday. And 31% shopped online on Cyber Monday using mobile devices.