Retail

4 Defining Stats from Cyber Monday

The biggest retail day of the year tell an important story about 2020.

Long before the 2020 holiday season arrived, we already knew it was going to be very different and very telling. After all, with new habits, unpredictable economic circumstances, and unprecedented obstacles, the results of the busiest retail days in the calendar year were primed to reveal much about what 2021 may look like.

Here are the four defining stats from Cyber Monday, which undertook a crucial new importance this year as consumers were discouraged from the traditional chaos of Black Friday in-person purchases.

1. Consumers Spent $10.8 Billion Spent on Cyber Monday

At this point, it's basically a surprise to no one that Cyber Monday 2020 was the largest online shopping day in history. The stage had been partially set by a softer Black Friday showing, but also the eCommerce surge we've been watching unfold since March.

But what we couldn't have expected was just how sharp the increase in online sales would be from last Cyber Monday to this one: In the end, it was an increase of 15% from 2019's $9.4 billion haul, which had previously been the biggest online sales day in U.S. history.

2. $2.7 Billion Spent in the Golden Hours of Cyber Monday

One fascinating bit of consumer curiosity comes from the when on Cyber Monday. Officially known as the “golden hours of retail," consumers collectively spent $2.7 billion from 7 PM to 11 PM Pacific on Cyber Monday. That's not only double the spending of any other shopping window, but accounted for 25% of the day's entire revenue.

According to Adobe Analytics, that figure is slightly down from Cyber Monday 2019's Golden Hours during which 30% of all Cyber Monday sales were made.

3. Nearly 40% Purchases Were Made on Mobile Devices

In addition to moving online at unprecedented rates in 2020, American shoppers showed they were still comfortable shopping with their phones than ever before. The rate at which eCommerce sales were completed on mobile devices stayed consistent from previous years despite the big jump in total shoppers making purchases online.

Other related factoids: 47% of the pre-Black Friday sales made on Thanksgiving Day were also done via mobile, which was a record. And, in a perfectly symbolic cycle, smartphones themselves accounted for 37% of all sales on Cyber Monday.

4. The Quietest Black Friday in 20 Years

Perhaps most noteworthy was the relative quiet of Black Friday, which brought in $9 billion in sales, a huge jump of 21.6% from the $7.4 billion in sales from 2019. Excluding Cyber Monday 2019 and 2020, it was the biggest shopping day in American history. However, according to a report by Coresight Research, which tracks retail data, it was also the "quietest" Black Friday in 20 years with in-store shopping dropping 52.1% from 2019.

Meanwhile, the installation of mobile shopping apps hit a new single-day record on Black Friday, with around 2.8 million downloads, up nearly 8% from last year. In other words, both Black Friday and Cyber Monday were a fitting capstone to a year in which shopping moved online and perhaps never looked back.