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Cyber Monday online sales up 20.6 percent over 2012

December 3, 2013

U.S. shoppers made Cyber Monday the biggest online shopping day in history with a 20.6 percent increase in online sales, according to the latest cloud-based analytics findings from IBM. Mobile sales led the way, exceeding 17 percent of total online sales, an increase of 55.4 percent year over year.

Cyber Monday also capped the highest five-day online sales period on record — from Thanksgiving Day through Cyber Monday — which grew 16.5 percent over the same period in 2012.

"We continue to see a dramatic movement of the new digitally savvy consumer as Cyber Monday once again proved to be the star of this holiday shopping season," said Jay Henderson, Strategy Director, IBM Smarter Commerce. "The mobile device has become the shopping companion of choice for consumers, driving record mobile sales with 55 percent growth over last year."

IBM released the following trends as of 12:00 am PST:

Cyber Monday 2013 compared with Cyber Monday 2012:

• Online Sales Set New Record: Cyber Monday online sales grew by 20.6 percent over 2012. Average order value was $128.77, down 1 percent year over year. 
• Top Five Cities for Cyber Sales: New York took the top spot for total online retail sales on Cyber Monday. Rounding out the top five were Washington D.C., Los Angeles, Chicago and Atlanta.
• Mobile Shopping Soars: Mobile traffic grew to 31.7 percent of all online traffic, increasing by 45 percent over 2012. Mobile sales were also very strong, exceeding 17 percent of total online sales, an increase of 55.4 percent year over year.
• Smartphones Browse, Tablets Buy: Smartphones drove 19.7 percent of all online traffic compared to tablets at 11.5 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove 11.7 percent of all online sales, more than double that of smartphones, which accounted for 5.5 percent. On average, tablet users spent $126.30 per order compared to smartphone users who spent $106.49.
• IOS vs. Android: On average, iOS users spent $120.29 per order, compared to $106.70 per order for Android. IOS traffic reached 22.4 percent of all online traffic, compared to 9.1 percent for Android. IOS sales reached 14.5 percent of all online sales, compared to 2.6 percent for Android.
• The Social Influence — Facebook vs. Pinterest: On average, holiday shoppers referred from Facebook spent 6 percent more per order than shoppers referred from Pinterest. Facebook average order value was $97.81 versus Pinterest average order value which was $92.40. Facebook referrals converted sales at a rate 38 percent higher than Pinterest.

Cyber Monday 2013 compared with Black Friday 2013

• Cyber Monday Outpaces Black Friday: Cyber Monday online sales were up 31.5 percent over Black Friday this year, yet consumers spent 5 percent more per order on Black Friday versus Cyber Monday. Cyber Monday shoppers spent 5 percent less per order with an average order value of $128.77 compared with $135.27 for Black Friday.
• Mobile Sales and Traffic: Mobile sales and traffic decreased between Black Friday and Cyber Monday as shoppers went back to work and school. Cyber Monday mobile sales were down 21 percent, and mobile traffic down 20 percent, from Black Friday.
• Shopping Cart Conversion Rate: In order to lock in the best deals, shoppers actually purchased the items they added to their online shopping carts at a 12.6 higher rate on Cyber Monday than Black Friday.

The IBM Digital Analytics Benchmark also reported real-time trends across four of the hottest retail categories this holiday season:

1. Department Stores: Cyber Monday total online sales grew by 70.3 percent over 2012, with mobile sales growing 52 percent year over year. Average order value was $161.83, up 18.7 percent year over year.

2. Health and Beauty: Cyber Monday total online sales grew by 65.1 percent over 2012, with mobile sales growing 84 percent year over year. Average order value was $60.22, an increase of 6.8 percent year over year.

3. Home Goods: Cyber Monday total online sales grew by 26.5 percent over 2012, with mobile sales growing 40.5 percent year over year. Average order value was $182.19, an increase of 9.2 percent year over year.

4. Apparel: Cyber Monday total online sales grew by 22.5 percent over 2012, with mobile sales growing by 58.3 percent year over year. Average order value was $102.83, a decrease of 6.9 percent year over year.

Read more about consumer behavior.