Cyber Monday was the biggest online shopping day ever

Alan Olson
November 30, 2017

Black Friday weekend, the five days of discounts that kick off the holiday season, was a win for retailers this year, according to the National Retail Federation, with more than 174 million people shopping, about 10 million more than expected. Multichannel shoppers spent about $49 more than those shopping only in-store, and $82 more than those shopping online.

The NRF reported spending per person over the five-day period was $335.47, with $250.78 - 75% - specifically going toward gifts. US retailers collected in a record $7.9 billion in only online sales on Black Friday and Thanksgiving, up 17.9 percent from previous year, according to Adobe Analytics, which measures transactions at the most significant 100 USA web retailers, on Saturday.

The gap in the trade group's data only seemed to accentuate the strength of this year's online sales, which totalled $6.59 billion on Cyber Monday alone, according to Adobe. After a wave of store closures and adjustments to improve online selling platforms, brick-and-mortar retailers' prospects should be improved.

Nearly 22 million consumers from across the country are thought to have made a purchase on November 27th this year, taking advantage of retailer discounts and contributing to a total £7.8 billion spend carried out across the entire four day spree which began last Friday. Adobe's research wing found that e-commerce sales clocked in at $2.87 billion on Thanksgiving and $5.03 billion on Black Friday, beating estimates on both days.

"All the fundamentals were in place for consumers to take advantage of incredible deals and promotions retailers had to offer", said Matthew Shay, NRF president and CEO. The biggest spenders were older Millennials (25-34 years old) at $419.52.

"Among our top 100 retailers, many brands saw the highest consumer engagement with Cash Back Offers, including American Eagle Outfitters, Express, and Staples", said Tarleton.

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Of those who chose to shop at the last minute, 52 percent planned to shop online.

According to the retail analytics firms, Black Friday and Thanksgiving online sales in the United States towered too high records as shoppers got deep discounts and bought more on their mobile devices, announcing a promising start to the important holiday season.

What's also interesting, though not at all surprising, is that the number of transactions being completed via mobile devices is on the rise.

"The past Cyber Monday behavior of shopping on your work computer during the day is nearly completely reversed".

Adobe said Cyber Monday is expected to beat $6.6 billion in internet sales, which would make it the most vital US online shopping day in history yet. "This year, mobile shopping was dominant both in the morning and afternoon, and desktop only staged a comeback in the evening when people were home", said Taylor Schreiner, director of Adobe Digital Insights.

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