SAN DIEGO, CALIF. (TheStreet) -- Bigger was indeed better on Cyber Monday with online sales totaling a record-setting $2.68 billion, according to data compiled by Adobe (ADBE) .
Cyber Monday online spending grew 17% over 2013, but the 25 argest retailers noticed a 26% increase in digital sales versus last year. By contrast, smaller retailers, or those generating $2 million or less, only noticed a 5% uptick in online sales, Adobe Digital Index Senior Marketing Manager Tamara Gaffney said during a Tuesday morning conference call hosted by SunTrust Robinson Humphrey.
"The really big winners are those big retailers," Gaffney said. "The competitive advantages of a bigger retailer and, in specific, a brick-and-click retailer are really important for driving a better than average growth rate." Adobe did not give out data on who the largest retailers were.
Retailers also priced their promotions more aggressively in the early morning hours on Cyber Monday than in years past with the lowest prices hitting at 4 a.m. EST. Consumers, meanwhile, preferred to wait until later evening hours to take advantage of digital deals as Cyber Monday online sales peaked between 9 p.m. and 10 p.m. EST, according to Adobe. And, in perhaps some good news for employers, a majority (54%) of online shopping took place mostly outside of work hours, with 41% coming in after 6 p.m. EST even at the higher price levels.
Adobe's Cyber Monday data is based on 400 million visits to 4,500 retail websites, and the company claims that more than $7 out of $10 spent online with the top 500 U.S. retailers is measured by its Adobe Marketing Cloud.