Additional findings for Cyber Monday:
- Mobile performance: Conversions were higher over holiday averages, with smartphones at 1.9 percent, tablets at 3.7 percent and desktops at 4.3 percent (compared to holiday averages of 1.3, 2.9 and 3.2 percent, respectively). The average order value (AOV) on iOS smartphones ($139) was slightly higher compared to Android smartphones ($124).
- Out-of-stock items: Out-of-stock messages were at 12 percent, 0.7 percent less than levels seen in 2015 and 1.5 percent higher than on Black Friday (10.5 percent). The products most likely to run out-of-stock include Beats By Dr. Dre Headphones, Garmin Vivofit Jr., Nintendo 2DS with Yo-Kai Watch Game and the Dell Inspiron 15 3000 Series for electronics, and Hot Wheels Super 6 Lane Raceway, Fisher-Price Thomas & Friends Take-n-Play Thomas' Favorite Friends and Shopkins Kinstructions Ice Cream Shop for toys. The Nikon D5300 and KitchenAid Professional are also at risk for running out of stock.
- Discounts: The highest price drops were seen for televisions (average discount of 21.5 percent), tablets (21.3 percent), toys (16.2 percent) and pet care (12 percent). Video game consoles have shown a slight increase in price since Thanksgiving and Black Friday (0.5 percent).
- Top promotion drivers: Search ads (35.5 percent of sales) and direct sales (23.8 percent of sales) drove the majority of sales on Cyber Monday, but both are down compared to the holiday average (40 percent and 28 percent, respectively). Shopper Helper sites like CNET and RetailMeNot (18.5 percent of sales) grew by 15.6 percent and email (19.9 percent of sales) grew by 32.7 percent.
- Cyber Monday social buzz: eBay beat out Amazon as the most mentioned online retailer on Cyber Monday followed by Macys, Walmart, H&M, Target, Nordstrom, Kohl's, Home Depot and Gap. Social media results are based on over 2 million social mentions captured and analyzed from blogs, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, Foursquare, YouTube, WordPress and others.
- Thanksgiving weekend sales: November 24-27 brought in $9.36 billion, a 16.4 percent increase YoY. Black Friday set a new record by surpassing the three-billion-dollar mark for the first time at $3.34 billion (21.6 percent growth YoY). Thanksgiving Day online sales were just shy of the $2 billion at $1.93 billion, an 11.5 percent increase YoY. Saturday and Sunday brought in the remaining $4.1 billion combined, a 14.8 percent YoY increase.
- Thanksgiving weekend mobile performance: Mobile accounted for 56 percent of visits (smartphones: 45 percent; tablets: 11 percent) and 37 percent of sales (smartphones: 25 percent; tablets: 12 percent) and totaled $3.46 billion in sales. Black Friday became the first day in retail history to drive over one billion dollars in mobile revenue at $1.2 billion, a 33 percent growth YoY.
- Most popular products of the season: For the entire season so far (November 1-28), PlayStation 4 is the best-selling video game console, Pokémon Sun & Moon leads in video game sales, Samsung 4K TV leads in television sales, and iPad Air 2 leads in tablet sales.
- Adobe Digital Insights 2016 Holiday Online Shopping Predictions (Full Report)
- CMO.com Article (Live Updates)
- Press Release: Adobe Predicts Record $91 Billion in Sales This Holiday Season
- Holiday Quiz: Are You a Retail Marketing Expert?
- Adobe Digital Insights Portal on CMO.com
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