Media Alert: Adobe Data Shows Cyber Monday Largest Online Sales Day in History With $3.39 Billion
November 28 2016 - 8:00PM
Business Wire
$3.39 Billion Spent Online, $1.19 Billion from Mobile
Devices; Top Sellers Include Lego Sets, Shopkins and Sony
PlayStation 4
Adobe (Nasdaq:ADBE) today released its 2016 online shopping data
for Cyber Monday and the holiday weekend overall. Cyber Monday is
on track to hit a new record with $3.39 billion spent online, a
10.2 percent increase year-over-year (YoY). This will mark the
largest online sales day in history, surpassing Black Friday ($3.34
billion) by a narrow margin. Cyber Monday is expected to generate
slightly less mobile revenue than Black Friday at $1.19 billion, a
48 percent YoY increase. The holiday shopping season so far
(November 1-28) is expected to drive a total of $39.9 billion in
online revenue, a 7.4 percent increase YoY, with 27 out of 28 days
this holiday season generating over $1 billion.
The five best-selling toys in terms of quantity sold on Cyber
Monday were Lego sets, Shopkins, Nerf, Barbie and Little Live Pets,
and the five best-selling electronic products were Sony PlayStation
4, Microsoft Xbox, Samsung 4K TVs, Apple iPads and Amazon Fire.
Mobile continues to drive the majority of visits to retail websites
on Cyber Monday at 53 percent (44 percent coming from smartphones,
9 percent from tablets), while accounting for 35 percent of sales
(25 percent smartphones, 10 percent tablets).
Adobe’s Cyber Monday report is based on aggregated and anonymous
data from 23 billion visits to retail websites. Adobe measures 80
percent of all online transactions from the top 100 U.S. retailers,
more than any other technology company*, and uses its proven,
predictive model powered by Adobe Sensei to calculate the remaining
hours of the day. Seven dollars and fifty cents out of every 10
dollars spent online with the top 500 U.S. retailers goes through
Adobe Marketing Cloud. The tremendous volume of data puts Adobe in
the unique position to deliver highly accurate, census-based online
sales totals, pricing and product availability trends.
“Cyber Monday is on track to be the biggest online shopping day
ever, surpassing our forecast by almost $27 million or 0.8
percent,” said Tamara Gaffney, principal analyst, Adobe Digital
Insights. “This indicates that consumers still had more appetite
for online shopping despite the incredible volume of online sales
on Black Friday. Prices are expected to start climbing after today
as retailers shift attention to extend the season late into
December with quick shipping deals and the option to click and
collect in store.”
Additional findings for Cyber
Monday:
- Mobile
performance: Conversions were higher over holiday
averages, with smartphones at 1.9 percent, tablets at 3.7 percent
and desktops at 4.3 percent (compared to holiday averages of 1.3,
2.9 and 3.2 percent, respectively). The average order value (AOV)
on iOS smartphones ($139) was slightly higher compared to Android
smartphones ($124).
- Out-of-stock items: Out-of-stock
messages were at 12 percent, 0.7 percent less than levels seen in
2015 and 1.5 percent higher than on Black Friday (10.5
percent). The products most likely to run out-of-stock include
Beats By Dr. Dre Headphones, Garmin Vivofit Jr., Nintendo 2DS with
Yo-Kai Watch Game and the Dell Inspiron 15 3000 Series for
electronics, and Hot Wheels Super 6 Lane Raceway, Fisher-Price
Thomas & Friends Take-n-Play Thomas' Favorite Friends and
Shopkins Kinstructions Ice Cream Shop for toys. The Nikon D5300 and
KitchenAid Professional are also at risk for running out of
stock.
- Discounts: The highest price
drops were seen for televisions (average discount of 21.5 percent),
tablets (21.3 percent), toys (16.2 percent) and pet care (12
percent). Video game consoles have shown a slight increase in price
since Thanksgiving and Black Friday (0.5 percent).
- Top promotion drivers: Search
ads (35.5 percent of sales) and direct sales (23.8 percent of
sales) drove the majority of sales on Cyber Monday, but both are
down compared to the holiday average (40 percent and 28 percent,
respectively). Shopper Helper sites like CNET and RetailMeNot (18.5
percent of sales) grew by 15.6 percent and email (19.9 percent of
sales) grew by 32.7 percent.
- Cyber Monday social buzz: eBay
beat out Amazon as the most mentioned online retailer on Cyber
Monday followed by Macys, Walmart, H&M, Target, Nordstrom,
Kohl’s, Home Depot and Gap. Social media results are based on over
2 million social mentions captured and analyzed from blogs,
Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr,
Foursquare, YouTube, WordPress and others.
- Thanksgiving weekend sales:
November 24-27 brought in $9.36 billion, a 16.4 percent increase
YoY. Black Friday set a new record by surpassing the
three-billion-dollar mark for the first time at $3.34 billion (21.6
percent growth YoY). Thanksgiving Day online sales were just
shy of the $2 billion at $1.93 billion, an 11.5 percent increase
YoY. Saturday and Sunday brought in the remaining $4.1 billion
combined, a 14.8 percent YoY increase.
- Thanksgiving weekend mobile
performance: Mobile accounted for 56 percent of visits
(smartphones: 45 percent; tablets: 11 percent) and 37 percent of
sales (smartphones: 25 percent; tablets: 12 percent) and totaled
$3.46 billion in sales. Black Friday became the first day in retail
history to drive over one billion dollars in mobile revenue at $1.2
billion, a 33 percent growth YoY.
- Most popular products of the
season: For the entire season so far (November 1-28),
PlayStation 4 is the best-selling video game console, Pokémon Sun
& Moon leads in video game sales, Samsung 4K TV leads in
television sales, and iPad Air 2 leads in tablet sales.
Helpful Links
- Adobe Digital Insights 2016 Holiday
Online Shopping Predictions (Full Report)
- CMO.com Article (Live Updates)
- Press Release: Adobe Predicts Record
$91 Billion in Sales This Holiday Season
- Holiday Quiz: Are You a Retail
Marketing Expert?
- Adobe Digital Insights Portal on
CMO.com
- Twitter
- Facebook
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
*Source: Internet Retailer’s 2016 Top 500 eGuide
© 2016 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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AdobeHolly Little, 415-832-6833hlittle@adobe.comStefan
Offermann, 408-536-4023sofferma@adobe.com
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