As of yesterday afternoon, Cyber Monday online sales were up 18 percent but apparently a surge of activity yesterday evening helped push the day’s e-commerce sales to record amounts. Cyber Monday online sales, according to IBM’s Coremetrics report, were up 33 percent over 2010, and up 29.3 percent over Black Friday.
IBM says that the average order amount was up 2.6 percent this year from $193.24 to $198.26. The shopping peaks during the day took place at 11:05am PST/2:05pm EST as well as after commuting hours on both the east and west coast.
On Cyber Monday, 10.8 percent of people used a mobile device to visit a retailer’s site, up from 3.9 percent in 2010. Additionally, mobile sales were up as well, reaching 6.6 percent on Cyber Monday versus 2.3 percent in 2010.
Interestingly, more people flocked to mobile devices to shop on Black Friday than Cyber Monday. On Cyber Monday mobile traffic averaged 10.8 percent compared to 14.3 percent on Black Friday. And consumer sales on mobile devices reached 6.6 percent versus 9.8 percent on Black Friday.
Apple’s iPhone and iPad continued to rank one and two for mobile device retail traffic (4.1 percent and 3.3 percent respectively). In fact, shoppers using the iPad drove more retail purchases than any other device with conversion rates reaching 5.2 percent compared to 4.6 percent for the iPhone.
Android came in third with 3.2 percent. Collectively iPhone and iPad accounted for 7.4 percent of all online retail traffic versus 10.2 percent on Black Friday.
Referrals from social networks were only slightly up yesterday from last week. Shoppers referred from Social Networks generated 0.56 percent of all online sales on Cyber Monday versus 0.53 percent on Black Friday. Similar to Black Friday, Facebook led the pack, accounting for 86 percent of all social media traffic.
Discussions on social media sites leading up to Cyber Monday increased in volume by 115 percent compared to 2010. Consumers were mainly sharing tips about using price comparison websites while avoiding cyber scams, Cyber Monday deals for international consumers and Black Friday in-store shopping experiences.
We don’t yet have a dollar amount on what was spent yesterday, but considering last year’s $1 billion Cyber Monday, all signs point to sales exceeding this. We’ll find out more when comScore releases its numbers in the next few days.
We also saw record breaking Thanksgiving and Black Friday sales, so the big jump in Cyber Monday sales isn’t completely surprising. More and more retailers pushed lucrative online deals, as well as free shipping offers this year, making shopping online more convenient and wallet-friendly for consumers. And the risk of pepper spray incidents in stores certainly was an incentive for shoppers to purchase from their computers or mobile phones.
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