Cyber Monday was the biggest online shopping day ever

Phillip Butler
November 30, 2017

Of that spend, 39% was completed on a smartphone, with the device taking the highest share of sales against desktop and tablet.

"All the fundamentals were in place for consumers to take advantage of incredible deals and promotions retailers had to offer", NRF President and CEO Matthew Shay said in a press release.

He believes that contradicts the idea that online-only shoppers are the demise of retailing. Shay said on a call with members of the media that he doesn't anticipate anything above 4 percent, adding the NRF cautiously "doesn't draw straight lines from this weekend to the [overall] holiday season". "It bodes well for the rest of the year". And Shay noted that with 24 of the top 25 e-commerce retailers hailing from the brick-and-mortar world, traditional retailers are growing their share.

The NRF reported spending per person over the five-day period was $335.47, with $250.78 - 75% - specifically going toward gifts.

Sales occurred over multiple platforms as online shopping continued to gain strength.

Of those who chose to shop at the last minute, 52 percent planned to shop online. More than 58 million people only shopped online during the long weekend, compared to 51 million who only shopped in stores.


Shoppers came out for the deep discounting - both in stores and online. The fact that so much shopping was done on Thanksgiving Day alone says a lot about society, and most of it was on mobile. "We saw that play out over the weekend".

Websites offer price guides of discounted merchandise at competing websites. At least not as far as online sales are concerned, with a whopping $6.59 billion spent in U.S. e-stores on Cyber Monday, compared to "just" $5.03 billion the day after Thanksgiving.

Adobe said Cyber Monday is expected to beat $6.6 billion in internet sales, which would make it the most vital US online shopping day in history yet.

Adobe Analytics estimated that the U.S. holiday season would deliver $100 billion in sales for the first time.

Preliminary data tracking shoppers' visits to physical stores on Thanksgiving Day and Black Friday shows a year-over-year decline of 1.6 percent, according to retail research firm ShopperTrak. Shopping is increasingly flowing online, with mobile devices becoming the preferred means of commerce. The number of shoppers out on Thanksgiving was down by a greater amount due to more retailers opting to stay closed on the holiday, according to ShopperTrak. Thanksgiving weekend demonstrated that shoppers are still invested in the brick and mortar experience. Last year, it fell on December 17. This combination is "good for retail small and large".

- 91 percent of shoppers said they still have things to buy, and 90 percent of consumers expect to see even better deals in the weeks to come. The federation said it was sticking to those projections as retailers move into what Shay described as the "halftime break of the holiday season". Many retailers started sales the Monday before Thanksgiving - though H&M and Amazon kicked off markdowns before that - and let them bleed into the weekend, through Cyber Monday, and into today.

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