Adobe Finds 16 Percent Sales Uptick for Cyber Monday Retailers

In its 2014 Digital Index Online Shopping data for Cyber Monday, Adobe reports that total online sales came in at $2.65 billion, up 16 percent compared to 2013. The top 25 retailers, who each generated $30 million or more on Cyber Monday, saw online sales increase by 25 percent, capturing nearly $1.8 billion. Smaller retailers, those generating $2 million or less, grew by five percent. Consumers saw the highest discounts of 23 percent in the early morning hours and more than half (54 percent) of online sales came in outside of normal working hours.

The latest findings are based on the analysis of aggregated and anonymous data of more than 400 million visits to 4,500 retail websites on Cyber Monday. Adobe's Online Shopping reports offer the most comprehensive compilation of data in the industry. More than $7 out of $10 spent online with the top 500 U.S. retailers are measured by Adobe Marketing Cloud, more than any other technology company. The tremendous volume of data puts Adobe in the unique position to deliver highly accurate, census-based online sales totals, pricing and product availability trends as well as other retail data.

"Cyber Monday sales were up 16 percent this year, with the biggest retailers seeing the biggest gains," said Tamara Gaffney, principal analyst, Adobe Digital Index."The early birds caught the worms on Cyber Monday, with shoppers getting the steepest discounts in the early morning hours."

Key online shopping data and trends from Cyber Monday include:
  • Total online spend: Consumers spent $2.65 billion online on Cyber Monday, a 16 percent growth year-over-year (YoY). Shopping reached its peak between 9 and 10 p.m. ET. The top 25 U.S. retailers (brick-and-mortar and online-only) saw 25 percent YoY growth. Smaller retailers increased online sales by only five percent. Between Thanksgiving Day and Cyber Monday, total online sales came in at $9.6 billion, a 20 percent growth YoY. The season's total, between November 1 and December 1, rose 14 percent YoY to reach $37.9 billion.
  • Shopping trends: Consumers were able to get the best deals with discounts reaching 23 percent on average during early morning hours. By the end of the day the average discount climbed by two percentage points to 21 percent. Online shopping occurred mostly outside of work hours (54 percent), with 41 percent coming in after 6 p.m. ET even at elevated price levels.
  • Mobile trends: Smartphones and tablets continued to drive sales. Nineteen percent of total online sales ($328 million) were driven by mobile devices, flat compared to last year. Smartphones and tablets drove equal shares with iOS devices generating 79 percent of total mobile sales.
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