Cyber Monday was the biggest online shopping day of 2015 so far in the US, according to ChannelAdvisor, which provides cloud-based e-commerce solutions. The company’s report showed that total e-commerce same store sakes increased by 18% on last year’s event.
ChannelAdvisor also reported that the five days from Thanksgiving (27 November) saw sales increase by 20.9% on the same period last year. Branded manufacturers and retailers using the company’s sales platform processed a total of more than $250,000 across the five day shopping period.
Scot Wingo, Executive Chairman at ChannelAdvisor, commented: “While Cyber Monday was still the biggest shopping day of the period, consumers continued 2014’s trend of shopping more aggressively on Thanksgiving, which became the third biggest shopping day of the Cyber Five weekend. We’ll closely watch the growth of Thanksgiving sales next year to see if they can surpass Black Friday as the second-biggest online shopping day.”
Conversely, retail sales across bricks and mortar stores in the US over the Thanksgiving weekend were significantly down on previous years. US shoppers spent a total of $10.4bn on Black Friday– more than $1bn less than on last year’s event.
Shoppers seemed to choose online over in store sales. According to Adobe, online sales on Black Friday were up 14%, with consumers spending a total of $4.45bn on Black Friday and Thanksgiving combined.
This year also saw more consumers than ever before. ChannelAdvisor says that 60% of traffic driven by search and comparison shopping engines across its platform came from mobile devices during the Thanksgiving weekend.
Wingo said: “Many brands and retailers had their ‘mobile moment’ in 2015, when more than 50% of their total web traffic came from mobile devices. So far this holiday season, mobile traffic has hovered around 60%. Compare that to last year – when mobile traffic was 40% – and you can see that consumer behaviour is changing.”