Cyber Monday Generates $1.46 E-Commerce Haul, Mobile Responsible For More Than $750 Million Over Five Days
A dizzying array of data points about retail sales and consumer shopping have been flowing steadily since Friday. Among them are comScore’s final Cyber-Weekend e-commerce sales projections. Over the the four day extended holiday weekend US e-commerce sales were about $2.86 billion.
Cyber Monday online sales were just shy of the anticipated $1.5 billion — at $1.46 billion. The largest online shopping growth over last year occurred on the US Thanksgiving holiday itself. However Cyber Monday qualified as the largest single e-commerce shopping day to date in terms of dollars spent.
Cyber Monday, when it was (unfortunately) invented or coined in 2005, referred to the Monday after Thanksgiving when people came into work with a faster internet connection and so could shop online more easily. That’s all changed now of course.
According to comScore data, fully half of Cyber Monday’s impressive sales came from people shopping from home. Another modest but meaningful chunk came from international users seeking to take advantage of US deals.
IBM, which issued data from Black Friday sales, did the same thing yesterday and provided a range of figures about consumer shopping and spending on Monday. The company said that online spending grew approximately 30 percent vs. 2011. It also reported that 13 percent of all online Cyber Monday sales were from mobile devices (i.e., smartphones, tablets) compared with 16 percent on Friday.
Payment processor Braintree reported, in an email, an even larger proportion of online sales coming from mobile. The company, which handles payments for 50 of the top 500 e-commerce sites, said that its customers on Black Friday “saw a near 50 percent increase in consumers using their mobile phones to make purchases, with mobile payments increasing to 29 percent of all online purchases.”
Adobe asserted that “$1 out of $4 spent online [came] from a mobile device – tablet or smartphone” on Black Friday. On Monday the figure was 22 percent.
While comScore didn’t report on the mobile percentage of Cyber Monday or broader holiday weekend sales, we can estimate that number based on the data from these various other sources.
If we conservatively assume that something like 18 percent of all online sales over the course of the five days came from mobile devices, that would translate into roughly $774 million in mobile-commerce sales.