Ecommerce is Breaking Records this Holiday Season!
By Bailey Holtz
Cyber Monday has come and gone—were you one of the millions of Americans who benefitted from the sales to pick up a new television, kitchen appliance, or children’s toy?
Chances are, you were! This year’s Cyber Monday spending was up 19% from last year, according to Adobe Analytics, making this the largest sales day in the history of U.S. ecommerce. Seemingly everyone and their mother were buying online on Monday!
Curious about how spending broke down, about where, when, and how consumers made their purchases? We’ve synthesized the most important holiday shopping results right here for you to peruse.
There’s More than Just Cyber-Monday…
Firstly, it should be said that Cyber Monday isn’t the only online spending holiday this time of the year! Consumers are also spending on the days leading up to it, all of which have a special identity of their own.
To kick off the long weekend we have Thanksgiving, and let us tell you, people were busy with more than basting turkeys and mashing potatoes that day! Online spending reached a whopping 4.21 billion on Thanksgiving. So if your dad snuck off for a bit to “tidy up the attic,” he might have just been scoring a new set of golf clubs.
Then there is, of course, the only sales holiday we remember from our pre-internet days: Black Friday. This day has a reputation for being a bit of a crazy-maker, causing normally-peaceful citizens to turn on each other while in the check-out line of a department store. Now, many of the sales have moved online, and consumers were very happy not to have to wake up at 4 a.m. and head to their local superstore: they spent 7.43 billion online this year. That meant everyone could buy all the discounted mixers they desired without causing harm to others. Everybody won and no mixers were damaged!
Next comes Small Business Saturday, a relatively new holiday, invented in 2010 to boost commerce at small, local and online businesses. For anyone starting a new online business, this holiday is an excellent opportunity to get your name out there and boost your sales considerably. This year, spending that day totaled 3.6 billion. Less than on other days, but still not shabby, considering this pertains only to small businesses and the holiday is still new.
Sunday…is just Sunday! But spending remained high that day, totaling out at 3.83 billion.
Finally, we wrap up the long weekend with Cyber Monday, when Americans spent a whopping 9.42 billion!
In total, according to the National Retail Federation, 189.6 million Americans spent money online this past weekend, representing a 14% increase over last year’s spending. With an increase like that, it might make sense for you to look into getting your own online business launched—it seems very likely that sales will continue to increase year after year!
And, There’s More Than Just Desktops…
If there were a holiday comedy film about a man trying to buy all the perfect gifts for his family online in time for the holidays, but who was being constantly thwarted by a well-meaning but hapless shower curtain ring salesman, it would be called Desktops, Phones and Tablets (I’m referencing, of course, the movie Planes, Trains and Automobiles—a holiday classic!).
Consumers these days are using any means necessary to get online to make their purchases, as evidenced by the inclusion of phones and tablets in the post-holiday metrics. This year for the first time ever, according to Adobe Analytics, consumers will buy more on their phones than on their desktops—47% versus 46%.
One of the reasons consumers turn to their handhelds more and more is because the purchasing process has been streamlined. Since 2016, time spent per visit has decreased by 11% and the number of pages a consumer must browse through has decreased by 14%. The less time you have to spend clicking around, the more likely you are to stay engaged and make a purchase.
Interestingly, consumers tend to make their smaller purchases on phones and their bigger ones on a desktop. The preference is seemingly to conduct research on bigger-ticket items on a computer, meaning that desktop shopping carts tend to be 28% more expensive than phone ones. This is helpful to note for businesses that sell small-ticket items. Ensuring your site is mobile-friendly is absolutely critical in order to be competitive on these spending days!
Tablets, meanwhile, lag behind the pack on the generation of sales and traffic, making up only 5% of both. Sorry, tablets; the world has yet to catch up to you!
Social Media and Email Marketing: Powerful Drivers
Social media has become a big part of online spending, often driving consumers to websites to make purchases. Adobe Analytics tells us that over the past three years, visits to websites driven by social media engagements have more than tripled. Now they make up about 11% of the traffic—a not insignificant number!
Social media can be even more influential when it comes to merely giving browsers inspiration for gifts. 57% of consumers say they got gift ideas while browsing social media.
In addition to social media, email is a very powerful way to reach potential consumers, especially on their phones. People tend to open emails sent during the holidays at a higher rate than at other times of the year: open rates increase by 6% and click-through rates go up to 4%. For businesses looking to increase their marketing outreach in the new year and in the 2020 holidays, it will pay to expand into all channels: email messaging and social. If you need assistance with any of these, Pure-Ecommerce has you covered!
Now Is The Time To Enter The Ecommerce Industry
As you can see by the holiday shopping results we’ve recapped for you this is already turning out to be a stellar season for e-businesses. We can only imagine online sales will continue to rise during the remainder of the holidays. Consumers are choosing the ease and convenience of online shopping over the arduous in-store shopping. If you’ve been considering starting an online business, let this be your signal to move forward at full-steam…
Give yourself a gift this holiday season and become an ecommerce entrepreneur for 2020! Then let Pure-Ecommerce help you with every aspect of your website. We can provide you with ready-made businesses or custom-built business options. Plus, all sorts of marketing, design, and website maintenance services too. Schedule your Introductory Call to speak directly with our CEO, Jeff Varner, to learn more.
Now is the time for you to become a part of the amazing spending statistics for next year’s cyber sales!
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