Black Friday and Cyber Monday Fuel Online Holiday Shopping

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Statistics from this year’s Black Friday and Cyber Monday prove early industry projections that consumers will increasingly shop online for holiday gifts. Black Friday 2009 total online spending was up 11% over last year. And according to comScore, Cyber Monday 2009 spending was up 5% this year compared to 2008 (Coremetrics reports the increase as high as 13.7%).

Not only did this year’s Cyber Monday numbers reflect and increase from 2008, Cyber Monday 2009 sales surpassed Black Friday 2009 online sales. According to Coremetrics’ second annual Cyber Monday Benchmark Report:

  • Cyber Monday continued the momentum set by Black Friday. Sales were up 24.1% compared to Black Friday 2009.
  • Consumers spent more per online order ($180.03 versus $170.19 for an increase of 5.8%) compared to Black Friday 2009.
  • Sales were up 13.7% compared to Cyber Monday 2008.
  • The average dollar amount consumers spent per online order rose 38.2% from Cyber Monday 2008 ($180.03 versus $130.24), led by apparel retailers.
  • Consumers bought nearly 10% more items per order on Cyber Monday 2009 compared to Black Friday 2009 and nearly 30% more compared to Cyber Monday 2008.
  • Cyber Monday 2009 sales matched the heaviest online spending day on record (December 9, 2008).

Industry experts say the success of both Black Friday and Cyber Monday online sales was driven largely by an increase in shoppers using the Web to make their gift purchases. The most popular sites included retail stores such as Wal-Mart and Target, with Amazon.com taking the top spot on Friday and Monday.

But it wasn’t just traditional holiday shopping sites that took advantage of the increased traffic over the holiday weekend. Companies from every industry from airlines to social games implemented Black Friday and Cyber Monday promotions. In the example below, Zynga launched a Black Friday sales event that extended until Cyber Monday for virtual goods in it’s popular game, Mafia Mars.

This is just the beginning of a potentially record-breaking online holiday shopping season. Forrester Research Analyst Sucharita Mulpuru expects total holiday sales to rise 8% to a record $44.7 billion.

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