By Rick Kenney
We’re officially in the holiday shopping season. Yesterday, we provided a look into the first few days of the shopping season and found that Thanksgiving Eve is proving to be an emerging shopping day. Today, we’re looking at Cyber Monday’s data, where consumers proved that they will shop… and shop… and shop throughout the entire day.
Overall, traffic was up 12.7% on Cyber Monday, and the number of orders edged up 13.6%. Shoppers placed over 5 times the number of orders this week compared to last week, and this year’s increase was slightly higher than what we saw last year.
Some key takeaways from this Cyber Monday:
Buy before the clock strikes 12: The evening hours on Cyber Monday were very busy. Shoppers placed the most orders at 8 p.m., but conversion rates actually increased throughout the afternoon and evening, from 2 p.m. until 10 p.m., as shoppers strove to make their purchases before limited time deals expired at midnight. Visits, however, reached their highest peak in the morning, at 10 a.m. Some other interesting time-of-day numbers from Cyber Monday:
- Smartphone conversion rate was highest at 11 p.m.
- Tablet conversion rate was highest at 10 p.m.
- On Cyber Monday, more orders were placed on smartphones than on tablets.
Shopping Peaks and Re-Peaks: Cyber Monday is a unique shopping day because it features 2 significant peak shopping periods where shoppers are placing orders: a morning peak between 9 a.m. and 11 a.m., and an evening peak between 8 p.m. and 10 p.m. What’s interesting is that, even though we also see a morning and evening peak on Black Friday, Cyber Monday’s highest order peak is the evening peak, and both Monday peaks trump the Friday peaks. Overall, shoppers placed 46% more orders on Cyber Monday than Black Friday.
Shoppers Flock to Tap: As we reported in ‘Growth on Tap,’ and saw during the first few days of the holiday shopping season, tap devices (a phrase that refers to both smartphones and tablets, replacing the often ambiguous term ‘mobile’) continue to drive both order and visit growth. On Cyber Monday, visits from tap devices increased 35%, while visits from computers were flat. Smartphones alone accounted for 32% of traffic, up 29% year-over-year.
Additionally, tap devices accounted for 56% of the growth in orders, and accounted for 25% of total orders. Conversion soared on smartphones, as conversion rates rose 24%, and smartphones drove 14% of total orders, up 68% over last year.
Taking a look at Cyber Weekend
Over the first 6 days of the official ‘in-season’ shopping weekend – also referred to as Cyber Weekend – we saw shoppers drive visits and orders higher, thanks in large part to device growth. And the time of day really does have an impact on when and how consumers choose to shop. So, how did the Cyber Weekend (Thanksgiving Eve through Cyber Monday) compare in 2014 v. 2013?
This Shopping Flash Report provides a snapshot of digital commerce metrics, focusing on the busy Christmas/Holiday Shopping Season. Demandware sourced data for this report from digital commerce sites transacting on the Demandware Commerce Cloud in the US, and which were live during last year’s holiday period. Times have been normalized to the shopper’s local time.