[November 30, 2015] |
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Adobe Data Shows Cyber Monday Largest Online Sales Day in History with $3 Billion
Adobe (Nasdaq:ADBE) today released its 2015 online shopping data for
Cyber Monday (News - Alert). A record $2.98 billion (12 percent more than in 2014) will
be spent online by the end of the day, marking the largest online sales
day in history. Thanksgiving Day through Cyber Monday will drive a total
of $11 billion in online sales, a 15 percent increase year-over-year
(YoY) and 30 percent of all online sales in November ($39.5 billion).
Brick-and-click retailers saw the strongest growth in sales YoY with 18
percent reversing the trend of Cyber Monday being an online-only
retailer day. The first 18 days in December are all expected to be $1
billion sales days.
Out-of-stock rates on Cyber Monday were at an all-time high, with 13 out
of 100 product views showing an out-of-stock message, over two times the
normal rate. Products with the highest out-of-stock risk included Star
Wars figures and video game bundles (PS4 Disney (News - Alert) Infinity and Battlefront
Bundles), Xbox One Fallout 4 and Halo Bundles, LEGO Star Wars Advent
Calendar and Fisher-Price Imaginext Supernova Battle Rover. The
best-selling electronics on Cyber Monday included Samsung 4K TVs,
Microsoft Xbox, Apple (News - Alert) iPad Mini, Apple iPad Air 2, and Sony PS4. The
five most popular toys were Shopkins dolls, Barbie Dream House, LEGO
Star Wars, LEGO Dimensions and LEGO City. Consumers saw an average
discount of 20.3 percent.
Adobe's report is based on the analysis of aggregated and anonymous data
of more than 125 million visits to 4,500 retail websites on Cyber Monday
and uses its proven predictive model to forecast the remaining hours of
the day. Adobe measures 80 percent of all online transactions from the
top 100 U.S. retailers, more than any other technology company.* Seven
dollars and fifty cents out of every 10 dollars spent online with the
top 500 U.S. retailers go through Adobe Marketing Cloud. 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.
"Cyber Monday has pushed online spending to a new high, and is on track
to hit a record $3 billion in sales, in line with our forecast," said
Tamara Gaffney, principal analyst, Adobe Digital Index. "Online traffic
was so astronomical that several retailers experienced temporary outages
and slow checkouts, but that didn't stall consumer spending. Dallas-Fort
Worth, Chicago and Los Angeles were the largest metropolitan areas with
the highest online sales growth between Thanksgiving and Sunday."
Additional findings:
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Online Spend: Shoppers will spend $3 billion by the end of the
day, a 12 percent increase YoY. The average order value was $133,
slightly lower than Black Friday (News - Alert) ($137) and Thanksgiving Day ($162),
indicating that shoppers were buying less expensive items. Large
retailers (average sales revenue of $25 million) saw 12 percent growth
on Cyber Monday. Online sales for small retailers (average sales
revenue of $100,000) increased by 6 percent YoY.
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Largest Spend by City: The largest metropolitan areas with the
highest online sales growth between Thanksgiving and Sunday were
Dallas-Fort Worth, Chicago and Los Angeles. These areas also ranked
highest for mobile shopping. Dallas-Fort Worth had the larest online
sales growth with 43 percent (44 percent of sales coming from mobile
devices), followed by Los Angeles with 26 percent (37 percent of sales
driven by mobile), and Chicago with 23 percent (39 percent of sales
generated by smartphones or tablets). New York and Philadelphia saw 16
percent growth with 33 and 35 percent attributed to mobile
respectively.
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Mobile Share: Smartphones and tablets continued to drive sales
on Cyber Monday. Mobile accounted for 49 percent of shopping visits
(38 percent smartphones, 11 percent tablets), resulting in 28 percent
of online sales (17 percent smartphones, 11 percent tablets). Over
$514 million in sales were attributed to mobile, including $313
million from smartphones ($205 million iPhones, $107 million Android)
and $201 million from tablets ($170 million iPad, $28 million Android).
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Discounts: Shoppers saw average discounts of 20.3 percent and
turned to smaller discounts promoted on shopper helper and review
sites like RetailMeNot and CNET (31.9 percent share of online sales),
followed by search ads (26.6 percent share) and direct sales (21.3
percent share). Display ads saw the largest growth (50 percent) in its
share of online sales.
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Social Buzz: Cyber Monday had the most positive social
sentiment with 56 percent relating to joy or admiration, versus 40
percent for Black Friday. eBay was the most mentioned retailer since
Thanksgiving, with Amazon a close second. Target (News - Alert) led Walmart while Gap
was ahead of H&M. Social media results are based on over 35 million
social mentions from Thanksgiving through Cyber Monday captured and
analyzed from blogs, Google+, Reddit, Twitter, Dailymotion, Flickr,
Instagram, Tumblr, Foursquare, YouTube, WordPress and others.
Helpful Links
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
*Source: Internet
Retailer's 2015 Top 500 eGuide
© 2015 Adobe Systems Incorporated. All rights reserved. Adobe and the
Adobe logo are either registered trademarks or trademarks of Adobe
Systems Incorporated in the United States and/or other countries. All
other trademarks are the property of their respective owners.
View source version on businesswire.com: http://www.businesswire.com/news/home/20151130006435/en/
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