Cyber Monday: Shopping via mobile devices expected to drive sales today

Tammy Harvey
November 29, 2017

Weeks of deals didn't stop people from heading online to shop on the Monday after Thanksgiving. They had ended the regular session up 2.1 percent, boosted by comments from Chief Executive Jeff Gennette, who told CNBC that Macy's was better off this year than last, had robust online demand and was in a good place for holiday promotions.

"2017 has been a tumultuous year for the retail sector, characterized by record-breaking brick and mortar retail bankruptcies and store closures on the one hand, and skyrocketing e-commerce sales on the other", said Katie Smith, retail analysis and insights director at EDITED, in the release.

Black Friday 2017 was all about digital sales.

Top sellout products: The items that sold out the quickest these holidays were accessories (29 percent), tops (20 percent), footwear (17 percent), dresses (8 percent) and bottoms (8 percent).

"Shopping and buying on smartphones is becoming the new norm and can be attributed to continued optimizations in the retail experience on mobile devices and platforms", said Mickey Mericle, vice president, Marketing, and Customer Insights at Adobe.

Adobe said that on Black Friday 54.3, percent of retail website visits and 36.9 percent of revenue happened on a mobile device, with conversion rates for tablets up 13 percent year over year, and smartphones up 16.5 percent year over year. Mobile transactions already have set a record, encompassing 53 percent of all traffic to web retailers.

All of that chimes with a statement from Amazon that noted that mobile app orders were up 50% on Thursday compared to Thanksgiving 2016.

While sales boomed online, purchases at malls and large retailers remained strong, CNN reported.

So what about the traditional department store?

Brick-and-mortar stores still saw strong sales - but they did not increase compared to a year ago, according to preliminary data. They also use online shopping to look for discounts while they stand on showroom floors.

I bought nothing on Friday, online or offline, although I had picked up a couple of things earlier in the week when the Black Friday offers kicked in online. Discount department stores saw a more notable increase at 64 percent - but at 10,435 establishments by 2016, they have been unable to keep pace with online retailers.

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