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Research shows Cyber Monday biggest online shopping day in history

Official figures have shown that this year’s Cyber Monday broke records to become the biggest ever online shopping day in history. The annual Adobe report confirmed that a staggering £4.9 billion was spent online on Cyber Monday, which took place on 27 November.

The bumper figure dwarfed the 2016 online shopping total, with Adobe calculating a 16.8% year-on-year growth. Black Friday, which has traditionally marked the start of the holiday shopping season lagged behind with £3.7 billion taken by the day’s end.

The mobile difference

Fuelling the record-breaking spend, online traffic to retail sites also spiked up on Cyber Monday, with an 11.6% increase –compared to a 5.7% average for this time of year. Unsurprisingly, mobile shopping also grew and made a bigger than ever contribution to ecommerce revenue.

In fact, almost half (47.9%) of all online traffic on Cyber Monday originated from a mobile device  – further underlining the need for eCommerce retailers to adopt a mobile first mindset to increase conversions. In total, over a third (33.1%) of the £4.9 billion taken online on Cyber Monday came from a smartphone or a tablet.

According to the official Adobe figures, there was a 39.2% year-on-year growth for revenue from smartphones, which was in itself a new record.

Points of note

An analysis of retail trends and eCommerce activity on the day gives further insight into what drove the online shopping boom and gives e-tailers food for thought as they go into 2018. Amongst those key findings are;

  • Electronics were much in demand on Cyber Monday. Popular items included Apple iPads and Samsung Tablets (a positive sign that the record-breaking 2017 might not be a one off) along with games consoles such as Nintendo Switch and Microsoft Xbox One X.
  • Apple iPhone users were the biggest shoppers, with an average spend of £91 per device versus a £82 spend for those consumers on an Android operating system.
  • Toys were the most discounted of consumer goods with toy retailers offering an average of 18.8% off to drive sales. Computers were discounted by 14.7% on average.
  • Conversion rates peaked between 11pm and midnight, with the hours between 8pm and 11pm accounting for more online orders than the entirety of a normal day.
  • Smaller eCommerce stores posted better conversions from mobile devices than big name sites.
  • 7% of online sales originated from search, underlining the importance of a strong SEO eCommerce and paid search strategy, with email marketing responsible for 24.9% of traffic.