Dive Brief:
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Consumers spent about $10.8 billion online by the end of Cyber Monday, a 15.1% increase in online sales from last year, according to a report from Adobe emailed to Retail Dive. Mobile accounted for 37% of Cyber Monday sales, according to the report.
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Per Adobe's research, Cyber Monday shoppers took advantage of discounts on computers, sporting goods, toys, appliances and electronics, but discounts are expected to decline by about 5% to 10% for products in most categories during the period leading up to Christmas.
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Curbside pickup grew 30% on Cyber Monday from last year. Nearly half of consumers (45%) sought one-day shipping for last-minute purchases, followed by curbside pickup (37%), Adobe found.
Dive Insight:
Cyber Monday brought in billions of dollars for retailers last year and the year prior. The shopping event was lucrative for Amazon last year, though the e-commerce giant declined to share hard numbers. This year's Cyber Monday was bigger even than previous years despite retailers offering discounts earlier in the season, Taylor Schreiner, director of Adobe Digital Insights, said in an emailed statement.
As the holiday shopping season continues, Adobe anticipates that holiday season sales will remain high and curbside pickup will become more popular now that consumers are worried about shipping delays and in-store crowds, Schreiner said. While large retailers saw a 486% increase in Cyber Monday sales, smaller retailers saw a 501% increase, Adobe found.
Adobe's recent research predicts $184 billion in U.S. total holiday sales, down from earlier estimates of $189 billion initially expected. Though various items like Lego sets, Apple AirPods and scooters were among the top sellers this year, puzzles and games saw a 25% gain in sales from last year, according to Adobe's findings.
Adobe's findings on mobile sales growth echo Sensor Tower Store Intelligence's recent report on mobile app downloads. Per Sensor Tower's research, mobile app downloads hit a single-day record of 2.8 million on Black Friday. The uptick in mobile shopping comes as coronavirus concerns drive away in-store foot traffic.
