As part of its ongoing digital sales research, Adobe suggested that Cyber Monday sales came in on track to set a new record with $3.39 billion spent online, a 10.2% increase versus the 2015 date.
Indications are that Cyber Monday will go down as the largest online sales day in history, surpassing Black Friday, when online revenues generated were $3.34 billion, a record for that occasion.
As it turns out, Adobe, based on its data sampling, expects Cyber Monday to generate slightly less mobile revenue than Black Friday at $1.19 billion, but that still represents a 48% year over year advance. Adobe noted that the holiday shopping season from November 1 to 28 drove about $39.9 billion in online revenue, up 7.4% versus the period a year prior, with 27 out of 28 days this holiday season generating over $1 billion in sales.
Thanksgiving weekend sales, November 24 to 27 inclusive, totaled $9.36 billion spent online, up 16.4% versus the year-earlier period. Thanksgiving Day online sales were $1.93 billion, up 11.5% versus 2015. Saturday and Sunday brought in the remaining weekend revenue, $4.1 billion combined, a 14.8% increase from the dates last year.
On Cyber Monday, mobile conversions were higher than holiday averages, with smartphones at 1.9%, tablets at 3.7% and desktops at 4.3% compared with holiday averages of 1.3%, 2.9% and 3.2% respectively. The average order value on iOS smartphones, at $139, was slightly higher than that for Android smartphones, at $124.
“Cyber Monday is on track to be the biggest online shopping day ever, surpassing our forecast by almost $27 million or 0.8%,” said Tamara Gaffney, principal analyst, Adobe Digital Insights. “This indicates that consumers still had more appetite for online shopping despite the incredible volume of online sales on Black Friday. Prices are expected to start climbing after today as retailers shift attention to extend the season late into December with quick shipping deals and the option to click and collect in store.”