Omnichannel

Cyber Monday sales dip may reflect consumer trend

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December 17, 2021

This holiday season's Cyber Monday sales didn't break any records given sales dipped 1.4%, but the day's consumer activity may reflect that consumers are heading back into stores despite the ongoing COVID-19 pandemic and omicron variant concern.

The sales dip is the first since Adobe Analytics began tracking spend on big holiday days, according to a Stellar press release on holiday spend.

The news comes on the heels of Black Friday sales also seeing a dip compared to a year ago.

Stellar, a retail experience agency, believes shopping fatigue may be a factor as consumers have been pushed online, due to the pandemic, to get goods and gifts.

"It's clear that since consumers have had the choice taken away from them in terms of where and how they shop in the last two years many have started to crave face-to-face interaction that brands have relied on for so long," Emma Ede, founder and CEO at Stellar, said in a press release.

"I think in 2022 we could potentially see online sales during major shopping days continue to trend downwards. And in response a lot of brands incorporate some form of omnichannel experience into their strategies. After all, brands then have the chance to meaningfully connect with their customers while not totally losing the convenience of online shopping. That's what the modern consumer wants, choice," said Ede in the release.