Record Sales: Recapping the Madness from Black Friday, Cyber Monday

Posted on November 27, 2018

The most wonderful time of the e-commerce season has come and gone with Cyber Monday 2018 now in the books. As expected, many records were broken and a better understanding was gained on the behaviors and trends of online consumers. Hopefully, your e-commerce business was able to take advantage of the boom in spending that is represented with these 15 record-setting statistics:

  1. Thanksgiving Day saw online sales hit $3.7 billion. That’s a 28 percent increase from 2017, making Thanksgiving Day the fastest growing day in e-commerce history.
  2. Thanksgiving Day also became the first day of the year to see $1 billion in sales from smartphones.
  3. Smartphone purchases accounted for 36.7 percent of sales on Thanksgiving while driving 54.4 percent of the traffic on e-commerce sites.
  4. Mobile shoppers spent 8 percent more online this Thanksgiving than in 2017. It surely helped that retailers were better prepared for a mobile rush with smartphone visit times down 5.2 percent.
  5. Black Friday (temporarily) set a new daily record with $6.22 billion in online sales.
  6. Black Friday also became the first day in history to see $2 billion in mobile sales.
  7. Overall, 33.5 percent of e-commerce sales on Black Friday were mobile purchases. That’s an increase from 29 percent a year ago.
  8. As expected, Black Friday’s record was short-lived with Cyber Monday sales hitting $7.9 billion to become the largest online shopping day in history. That’s an increase of nearly 20 percent from the same day last year.
  9. Mobile purchases continued to show significant growth on Cyber Monday as smartphone sales hit $2.1 billion, up from $1.4 billion in 2017.
  10. For the first time ever on Cyber Monday, mobile represented more than half (51.4 percent) of all site visits.
  11. Cyber Monday slightly surpassed its projection of $7.8 billion in sales thanks to a late-night surge. From 9 p.m. CT to 12 a.m. CT, online sales reached $1.7 billion. That window alone easily surpassed the average sales in a day over the full year.
  12. The two days between Black Friday and Cyber Monday was the largest online sales weekend in history with $6.4 billion in sales.
  13. Toys and new electronics topped the list of most-purchased items on Cyber Monday. These were the top sellers: Nintendo Switch, Red Dead Redemption 2LG TVs, Dell laptopsAmazon Echo devicesLittle Live Pets, and FurReal Pets.
  14. If Black Friday/Cyber Monday felt more like a month-long extravaganza as opposed to a few days, that’s because many online retailers got started early with deals. That strategy apparently paid off for most with online sales hitting $58.5 billion from Nov. 1 through Nov. 26. That’s a 20 percent increase from 2017.
  15. Every day between Nov. 1 and Nov. 26 generated at least $1 billion in online sales.

(Note: All statistics are according to Adobe Analytics, which tracks transactions for 80 of the top 100 online retailers in the United States.)