Adobe Reports Record $2.29 Billion in Cyber Monday Sales

Adobe's Digital Index 2013 showed that online consumers spent a record $2.29 billion on Cyber Monday and a total of $7.4 billion for the five days from Thanksgiving to Monday.

Adobe released its Adobe Digital Index 2013 online shopping data for Cyber Monday indicating a whopping $2.29 billion in online sales for the day.

Indeed, Adobe’s data showed that online sales for Cyber Monday increased by 16 percent year-over-year (YoY). Adobe reported that total online sales for Thanksgiving through Cyber Monday jumped 26 percent to $7.4 billion.

Moreover, a record 18.3 percent of sales came from mobile devices, an increase of 80 percent year-over-year. Consumer shopping preferences continued to shift online with Cyber Monday being the fifth day in a row of record breaking online sales. While “Brick and Click” retailers dominated Thanksgiving weekend sales, Internet retailers generated the most sales on Cyber Monday with a 42 percent share, Adobe said.

Adobe’s online shopping data is based on the analysis of nearly 900 million visits to 2,000 retailers’ websites on Cyber Monday and more than three billion visits since Thanksgiving Day. Total online sales for Cyber Monday came in just one percent above Adobe’s prediction from November 5th, 2013. Seventy percent of online sales with the top 500 U.S. retailers are generated by companies using Adobe Analytics, a key component of Adobe Marketing Cloud, the company said.

“Retailers earned 10 percent of their annual sales in just the last five days, an increase of 26 percent YoY,” said Tamara Gaffney, principal analyst for the Adobe Digital Index at Adobe, in a statement. “Sales from mobile devices saw the biggest gains with an 80 percent increase over last year.”

Breaking things out into various segments, the Adobe Digital Index online shopping analysis showed that smartphones and tablets drove $419 million in online sales on Cyber Monday, a new record. Tablets generated the majority of mobile driven sales at 12.7 percent of total online sales. iPad took the lion’s share with 10.1 percent while Android based tablets generated $23 million or one percent of total sales. Alaska and Hawaii had the largest mobile sales revenue with 26.6 percent compared to the 18 percent national average.

Rating the social effect, Adobe’s data showed that social media sites drove $148 million in online sales between Thanksgiving and Cyber Monday, a two percent share and flat compared to last year. Twitter’s share grew most—up 24 percent—to 9 percent of total online sales. Pinterest also saw strong growth increasing its share of referral traffic by 17 percent year-over-year. Facebook drove 64 percent of all social media driven sales, an increase of 12 percent.

Meanwhile, Apple’s iPad continued to generate the most social media buzz of any tablet followed by the Samsung Galaxy tablet. PlayStation 4 was the leader in social media traffic on game consoles over the last five days.

And although retail promotions dramatically impacted Black Friday, pushing online sales up 39 percent year-over-year, Cyber Monday shopping patterns were consistent with previous years. Cyber Monday sales peaked between 8 p.m. and 9 p.m. Eastern time with sales bringing in $150 million in one hour.

The Adobe Digital Index publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous and aggregated data from major companies worldwide that use Adobe Marketing Cloud, Adobe’s marketing technology platform that serves two-thirds of the Fortune 500 companies, resulting in more 1.24 trillion transactions per quarter, Adobe officials said.