Cyber Monday rings up record $10.8 billion in sales with Amazon touting ‘biggest holiday shopping season so far’

Cyber Monday sales broke the all-time U.S. record, according to Adobe.

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Cyber Monday wrapped up with $10.8 billion in sales, up 15.1% from last year and setting a record for the biggest online sales day in U.S. history, according to Adobe Analytics


“Cyber Monday continued to dominate the holiday shopping season, becoming the biggest online shopping day in U.S. history, despite early discounts from retailers,” said Taylor Schreiner, director at Adobe Digital Insights.    

“Throughout the remainder of the holiday season, we expect to see record sales continue and curbside pickup to gain even more momentum as shoppers avoid crowds and potential shipping delays.”

Mobile accounted for 37% of sales on Cyber Monday, Adobe said.

See: Black Friday traffic at U.S. stores down 52% even as online retail sales hit record high

Cyber Monday discounts included as much as 28% off computers. Shoppers should expect discounts to lessen by 5% to 10% across many categories as we get closer to Christmas Day, according to Adobe.

Still Marshal Cohen, NPD Retail’s chief industry adviser, notes on Twitter that “Cyber Week continues,” as his inbox fills with promotions.

“Either Monday wasn’t big enough or we are just caught in one long continual promotion from the beginning of November,” he tweeted.

BMO Capital Markets analysts observed Cyber Monday promotions that held flat year-over-year, as well as throughout the Black Friday shopping weekend. Some retailers, like Urban Outfitters
Nike Inc.

and L Brands Inc.’s

Bath & Body Works actually became less promotional on Cyber Monday.

“[W]e expect ongoing upside for retail and into next year
and believe, for the first time in a while, the power lies in the hands of the
retailers and their inventory management; the question will be who chooses to hold
the line versus cross it,” wrote analysts led by Simeon Siegel.

So far this holiday season, Adobe says online shoppers have spent $106.5 billion, up 27.7% from last year. Inc.

says that, through Cyber Monday, “2020 has been the largest holiday shopping season so far in our company’s history.” Amazon, as is the company’s usual practice, did not provide numbers to illustrate that statement, but said that world-wide sales at small- and medium-size grew 60%.

Numerator data found Amazon was “the big winner” for the
weekend with 19% of total spend, or $1 of every $5 spent.

Amazon kicked off its holiday shopping season with a delayed Prime Day shopping event in October.

Also: Giving Tuesday reminder: Most people fail to take these 3 basic steps before they donate to charity

Amazon’s bestsellers for the season so far include President Barack Obama’s memoir “A Promised Land,” Revlon Inc.’s

One-Step Hair Dryer, and Amazon’s own Echo Dot.

Shopify Inc.

says sales for its merchants reached $5.1 billion over the long weekend, up 76% between Black Friday and Cyber Monday. Shopify merchants are largely small and independent brands.

U.S. consumers spent an average of $89.20 per order with New York, Los Angeles and London among the top cities.

The Amplify Online Retail ETF

has skyrocketed more than 105% for the year to date. The SPDR S&P Retail ETF

is up nearly 32%. And the benchmark S&P 500 index

has gained 13.4% for the period.

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