Saturday, 07 December, 2019


'Cyber Monday' on track for record US online sales

If the deals don’t get people in the door on Black Friday the tradition does If the deals don’t get people in the door on Black Friday the tradition does
Conrad Doyle | 02 December, 2019, 13:55

Online sales rose more than 19.6%, reaching $7.4 billion on Black Friday, slightly shy of estimates of $7.6 billion, according to data from Adobe Analytics, which tracks transactions at 80 of the top 100 USA retailers.

Adobe measures sales at 80 of the top 100 U.S. online retailers.

It was the second-biggest USA online sales day ever, behind 2018 Cyber Monday's $7.9 billion, according to a survey of 80 of the top 100 US online retailers from Adobe Analytics. The full holiday season has marked 14.9 percent year-over-year growth with $68.2 billion spent online between November 1 and November 30. These conversions are growing faster than online shopping overall, so we are now approaching a tipping point where soon smartphones might outweigh web-based purchases through computers. In the video game category, the top sellers were Federation Internationale de Football Association 20, Madden 20 and Nintendo Switch.

The amount of purchases made via smartphone is also up with year-over-year growth of more than 20 percent.

Retail sales at traditional brick-and-mortar stores are expected to grow 2% percent and 6% in December, according to an IBM analysis. Winning the transaction, whether online or in-store, has now become more important for retailers than where it occurs.

Brian Field, senior director of global retail consulting for ShopperTrak, said the traditional pattern of shoppers visiting stores has been disrupted not only by online shopping but by offerings like "buy online and pick up in store", a growing category, which is not included in store traffic count on Black Friday. "Small Business Saturday will accelerate sales for those retailers who can offer unique products or services that the retail giants can't provide". Adobe noted that Average Order Value was $168, a new record level yesterday for Black Friday, up 5.9% on a year ago.

"We've seen many merchants start their promotions pretty much right after the trick-or-treaters have gone to bed", said Lauren Bitar, head of retail consulting at analytics firm RetailNext.

This year's holiday season will not only test the resilience of such companies but will be a challenge for most retailers as President Donald Trump's trade war with China begins to take its toll on margins.

Adobe is projecting $9.4 billion in online sales for this coming Cyber Monday.

One out of five dollars this holiday season will be spent between Thanksgiving Day and Cyber Monday, according to Adobe figures, which are similar to estimates provided by Salesforce.

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