Cyber Monday online spend is year's biggest

30 November, 2017, 13:51 | Author: Yolanda Murray
  • Shoppers take advantage of early Black Friday deals on Thanksgiving at Macy's at Lenox Mall on Thursday Nov. 28 2013 in Atlanta

A number of outlets reported solid traffic and sales on Black Friday and Cyber Monday.

A wide variety of retailers both online and on the high street have been extending their deals from before Black Friday and to beyond Cyber Monday as the sales period shifts to take advantage of the pre-Christmas rush. Adobe found that smartphones accounted for slightly more traffic than desktop computers on Thanksgiving, but not on Black Friday.

"Black Friday was huge and every year gets bigger and better", said Jamie Scott, the owner of "Ella and Scott".

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Mobile growth continues to accelerate: shoppers placed 37% of orders and made 56% of visits from phones on Cyber Monday, according to data from Salesforce.

Commerce marketing firm Criteo said that 40 % of Black Friday online purchases were made on mobile phones, up from 29 % from past year.

The industry group reiterated its expectation for retail sales to rise 3.6% to 4% in November and December and said on a media call the long weekend was consistent with its seasonal projection though it would not say how the weekend fared versus last year's, citing a change in methodology, including the inclusion this year of Cyber Monday. "One big reason: retail's seemingly never-ending mandate to beat the previous year's results, which typically means "anniversarying" last year's deal, year-in-year-out, for the days when we would wait for Monday to buy". But, Shay said, retailers today are like consumers, they don't differentiate between whether something is bought online or in stores.

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Websites offer price guides of discounted merchandise at competing websites. There was little sign of the wild shopper frenzy customary of Black Fridays from last years. As free shipping deadlines approach, 41% of consumers surveyed reported they feel nervous about online purchases arriving in a timely manner. In fact, nearly 9 in 10 (87%) consumers surveyed by RetailMeNot plan to visit a physical store in the month of December, and on average, they plan to do so seven times. "This year, mobile shopping was dominant both in the morning and afternoon, and desktop only staged a comeback in the evening when people were home".

Discounts were evaluated in categories for distinction: "dollar-off" promotions with language specific to dollar discount amounts were evaluated on dollar amount, while "percent-off" promotions with language specific to a percentage discount were evaluated on percentage basis.

That's why while online sales are cutting into brick-and-mortar retailers' profits, those companies have to go online or face losing market share, said Gerald Storch, chief executive of Storch Advisors. To the contrary, stores still captured most sales, but it does show how more consumers are browsing and shopping online these days and there's no going back.

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