Cyber MondayThe term ‘Cyber Monday’ was coined by Shop.org in 2005 to refer to the signiﬁcant jump ine-commerce spending that occurred following the Thanksgiving holiday weekend asconsumers got back to sitting in front of computer screens at work.At the time and for several years afterward, Cyber Monday was often misconstrued as theheaviest online spending day of the year, when in fact it barely cracked the top ten days ofthe season.However, with the passage of time, the day grew in importance as a result of an increasingnumber of retailers offering very attractive deals on the day and extensive digital mediacoverage making sure that consumers were aware of them. As a result, Cyber Monday has assumed the mantle of top online spending day for the pasttwo years.
Consumer Spending • Cyber Monday spending soured to $1.46 Billion in 2012, ranking as the heaviest US online spending day in history. • Cyber Monday saw Digital Content & Subscriptions continue to set the pace among product categories with a year-over-year growth rate of 28 percent. • Nearly half of dollars spent online at U.S. websites originated from work computers (47.1 percent), down slightly from last year. US Retail Spending (Millions $US) 2011 2012 Percent Change November 1-26 $14,114 $16,378 16% Thanksgiving Day (Nov. 22) $479 $633 32% Black Friday (Nov.23) $816 $1,042 28% Cyber Monday (Nov. 26) $1,251 $1,465 17%SOURCE: comScore
Category InsightsDepartment stores continued to offer compelling deals andpromotions that drove sales to grow by 43.1 percent over CyberMonday 2011.Health and Beauty sales increased 25.1 percent year over yearwith consumers once again choosing to pamper themselves thisholiday.Home goods maintained its momentum this year, reporting a26.8 percent increase in sales from Cyber Monday 2011.Apparel sales were also strong this holiday with Black Fridaynumbers showing an increase of 25.3 percent over 2011.SOURCE: IBM Holiday Benchmark
Most Visited Online Retailers Top Performing CategoriesRetail Property Category Y/Y % Chg 1 Amazon Digital Content & Subscriptions* 28% 2 Walmart Toys 24% 3 Best Buy Consumer Packaged Goods 22% 4 Target Video Game Consoles & Accessories 18% 5 Apple Consumer Electronics 17%SOURCE: comScore * Corresponding days based on corresponding shopping days (November 3 thru November 25, 2011) * Digital content & subscriptions includes digital books, audio and video content.
Multi-Channel Holiday ShoppingMobile Shopping: On Cyber Monday more than 18percent of consumers used a mobile device to visit a retailers site,an increase of more than 70 percent over 2011. Mobile salesreached close to 13 percent, an increase of more than 96 percentover 2011.The iPad Factor: The iPad continued to generate more trafﬁc thanany other tablet or smartphone, driving more than 7 percent ofonline shopping. This was followed by iPhone at 6.9 percent andAndroid 4.5 percent. The iPad also continued to dominate tablettrafﬁc reaching a holiday high of 90.5 percent. Amazon Kindleleapt into second at 2.6 percent followed by the Samsung Galaxyat 2 percent and the Barnes and Noble Nook at 0.6 percent.Multiscreen Shopping: Consumers shopped in store, online and onmobile devices simultaneously to get the best bargains. Overall58.1 percent of consumers used smartphones compared to 41.9percent who used tablets to surf for bargains on Cyber Monday.SOURCE: IBM Holiday Benchmark
Consumer InsightsThe Savvy shopper: While consumers continued to spend more,they once again shopped with greater frequency to takeadvantage of retailer deals as well as free shipping. This led to adrop in average order value by 6.6 percent to $185.12. However,the average number of items per order increased 14.1 percent to8.34 compared to Black Friday.Peak Shopping Periods: Consumers ﬂocked online, with shoppingmomentum hitting its highest peak at 11:25am EST. As in 2011,consumer shopping also maintained strong momentum aftercommuting hours on both the east and west coast.Social Sales: Shoppers referred from Social Networks such asFacebook, Twitter, LinkedIn and YouTube generated 0.41 percentof all online sales on Cyber Monday, a decrease of more than 26percent from 2011. However, Cyber Monday saw 20% moresocial referrals than Black Friday.SOURCE: IBM Holiday Benchmark