U.S. online shoppers spent a record $7.869 billion on Cyber Monday, Nov. 26, representing a 19.3% year-over-year increase from $6.595 billion in 2017, according to Adobe Analytics.
Adobe’s data is based on an analysis of more than 1 trillion visits to retail sites in the trailing 12 months. Adobe Analytics measures transactions from 80 of the top 100 U.S. online retailers.
Mobile devices made their mark on Cyber Monday, which is the Monday after Thanksgiving. Smartphones alone generated $2.2 billion in online sales, which is a 55.6% increase over Cyber Monday 2017.
“Converting mobile traffic to sales has long been a thorn in the side of retailers, but investments in making the experience faster and easier have paid off,” says Taylor Schreiner, director of Adobe Digital Insights.
Retailers’ buy online, pickup in store offers also enticed shoppers on Cyber Monday, with a 65% increase in buy online, pickup in store orders on Cyber Monday, according to Adobe.
Overall, Cyber Monday posted the biggest online sales of the Cyber 5 period starting on Thanksgiving and running through Cyber Monday.
Despite having the largest sales day, Cyber Monday had the lowest online sales growth compared with the other Cyber 5 days. Online sales on Thanksgiving grew the most year over year at 28.0% according to Adobe.
Still, conversion rates were at their highest of Cyber 5 period on Cyber Monday, reaching impressive heights:
- Desktop – 7.4% conversion rate on Cyber Monday
- Smartphone – 3.9%
- Tablet – 6.6%
In total from Nov. 1-26, U.S. shoppers spent $58.52 billion online, which is a 16.8% year-over-year increase from $50.1 billion spent during this period in 2017.
By device, smartphones have generated 30% of sales, tablets 9% and desktops 61% so far this holiday season.
Consumers have spent $2 billion or more online on seven days in the first 26 days of November, according to Adobe.
Cyber Monday generates the most online sales
Holiday 2018 online sales by day
- $3.7 billion on Thanksgiving, Nov 22, 2018
- $6.22 billion on Black Friday, Nov 23, 2018
- $3.0 billion on Saturday, Nov 24, 2018
- $3.4 billion on Sunday, Nov 25, 2018
- $7.9 billion on Cyber Monday, Nov 26, 2018
Smartphones generate 30% of online sales and 49% of traffic so far in the 2018 holiday season