Adobe Data Shows Cyber Monday Largest Online Sales Day in History with $3 Billion
November 30 2015 - 8:37PM
Business Wire
Out-of-Stock Rates at All-Time High; Star Wars Toys, Games
for Microsoft Xbox and Sony PS4 Emerge as Best-Selling Gift Items;
Dallas-Fort Worth, Chicago and Los Angeles Saw Highest Online Sales
Growth Between Thanksgiving and Sunday
Adobe (Nasdaq:ADBE) today released its 2015 online shopping data
for Cyber Monday. A record $2.98 billion (12 percent more than in
2014) will be spent online by the end of the day, marking the
largest online sales day in history. Thanksgiving Day through Cyber
Monday will drive a total of $11 billion in online sales, a 15
percent increase year-over-year (YoY) and 30 percent of all online
sales in November ($39.5 billion). Brick-and-click retailers saw
the strongest growth in sales YoY with 18 percent reversing the
trend of Cyber Monday being an online-only retailer day. The first
18 days in December are all expected to be $1 billion sales
days.
Out-of-stock rates on Cyber Monday were at an all-time high,
with 13 out of 100 product views showing an out-of-stock message,
over two times the normal rate. Products with the highest
out-of-stock risk included Star Wars figures and video game bundles
(PS4 Disney Infinity and Battlefront Bundles), Xbox One Fallout 4
and Halo Bundles, LEGO Star Wars Advent Calendar and Fisher-Price
Imaginext Supernova Battle Rover. The best-selling electronics on
Cyber Monday included Samsung 4K TVs, Microsoft Xbox, Apple iPad
Mini, Apple iPad Air 2, and Sony PS4. The five most popular toys
were Shopkins dolls, Barbie Dream House, LEGO Star Wars, LEGO
Dimensions and LEGO City. Consumers saw an average discount of 20.3
percent.
Adobe’s report is based on the analysis of aggregated and
anonymous data of more than 125 million visits to 4,500 retail
websites on Cyber Monday and uses its proven predictive model to
forecast the remaining hours of the day. Adobe measures 80 percent
of all online transactions from the top 100 U.S. retailers, more
than any other technology company.* Seven dollars and fifty cents
out of every 10 dollars spent online with the top 500 U.S.
retailers go 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 has pushed online spending to a new high, and is
on track to hit a record $3 billion in sales, in line with our
forecast,” said Tamara Gaffney, principal analyst, Adobe Digital
Index. “Online traffic was so astronomical that several retailers
experienced temporary outages and slow checkouts, but that didn’t
stall consumer spending. Dallas-Fort Worth, Chicago and Los Angeles
were the largest metropolitan areas with the highest online sales
growth between Thanksgiving and Sunday.”
Additional findings:
- Online Spend: Shoppers will
spend $3 billion by the end of the day, a 12 percent increase YoY.
The average order value was $133, slightly lower than Black Friday
($137) and Thanksgiving Day ($162), indicating that shoppers were
buying less expensive items. Large retailers (average sales revenue
of $25 million) saw 12 percent growth on Cyber Monday. Online sales
for small retailers (average sales revenue of $100,000) increased
by 6 percent YoY.
- Largest Spend by City: The
largest metropolitan areas with the highest online sales growth
between Thanksgiving and Sunday were Dallas-Fort Worth, Chicago and
Los Angeles. These areas also ranked highest for mobile shopping.
Dallas-Fort Worth had the largest online sales growth with 43
percent (44 percent of sales coming from mobile devices), followed
by Los Angeles with 26 percent (37 percent of sales driven by
mobile), and Chicago with 23 percent (39 percent of sales generated
by smartphones or tablets). New York and Philadelphia saw 16
percent growth with 33 and 35 percent attributed to mobile
respectively.
- Mobile Share: Smartphones and
tablets continued to drive sales on Cyber Monday. Mobile accounted
for 49 percent of shopping visits (38 percent smartphones, 11
percent tablets), resulting in 28 percent of online sales (17
percent smartphones, 11 percent tablets). Over $514 million in
sales were attributed to mobile, including $313 million from
smartphones ($205 million iPhones, $107 million Android) and $201
million from tablets ($170 million iPad, $28 million Android).
- Discounts: Shoppers saw average
discounts of 20.3 percent and turned to smaller discounts promoted
on shopper helper and review sites like RetailMeNot and CNET (31.9
percent share of online sales), followed by search ads (26.6
percent share) and direct sales (21.3 percent share). Display ads
saw the largest growth (50 percent) in its share of online
sales.
- Social Buzz: Cyber Monday had
the most positive social sentiment with 56 percent relating to joy
or admiration, versus 40 percent for Black Friday. eBay was the
most mentioned retailer since Thanksgiving, with Amazon a close
second. Target led Walmart while Gap was ahead of H&M. Social
media results are based on over 35 million social mentions from
Thanksgiving through Cyber Monday captured and analyzed from blogs,
Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr,
Foursquare, YouTube, WordPress and others.
Helpful Links
- Media Alert: Adobe Data Shows Top
Sellers on Black Friday: Samsung TVs, iPad Air 2, Microsoft Xbox,
LEGO Star Wars, Shopkins Dolls
- Adobe Digital Index 2015 Online
Shopping Prediction (Full Report)
- Adobe Digital Index Holiday Spending
Report Interactive Infographic
- Adobe Digital Index 2015 Holiday
Shopping Quiz: Are You a Holiday Shopping Maverick?
- CMO.com Article
- Adobe Digital Index Portal on
CMO.com
- Twitter
- Facebook
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
*Source: Internet Retailer’s 2015 Top 500 eGuide
© 2015 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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version on businesswire.com: http://www.businesswire.com/news/home/20151130006435/en/
Adobe Systems IncorporatedStefan Offermann,
408-536-4023sofferma@adobe.comorMelissa Chanslor,
415-832-5489chanslor@adobe.com
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