Bargain-hunting shoppers on Cyber Monday broke consumption records, making it the biggest e-commerce day in history, according to data from IBM Digital Analytics Benchmark.
Online sales surged 20.6 percent compared with the same day last year, with the most active e-shopping cities including New York; Washington, D.C.; Chicago; Los Angeles; and Atlanta, according to IBM.
Cyber Monday capped the highest five-day online consumption period in the books, as sales boomed 16.5 percent over the same stretch last year. That’s even though the average order on Cyber Monday sank 1 percent to $128.77 from a year earlier.
Separately, data firm ComScore said it anticipated $1.8 billion in e-commerce spending via desktops on Cyber Monday, with an additional $200 million coming from mobile sales.
Deal site Groupon said Black Friday and Cyber Monday were its two most successful days ever in North America. Top sellers included toys – 47,000 Royal Loom Bands kits were sold – as well as home goods, including 15,000 Keurig Vue V500 Brewing Systems.
But as a whole, retailers’ performance over the holiday weekend was unimpressive.
Research firm ShopperTrak said sales in brick-and-mortar outlets over the four-day period were up 1 percent to $22.2 billion as foot traffic sank 4 percent to 1.8 billion visits.
Although visits to apparel stores saw a 9.4 percent upswing year over year, electronics retailers suffered a 6.5 percent drop, according to ShopperTrak. Many consumers went online to research products before heading into stores with clear goals.
The International Council of Shopping Centers conceded that sales were soft but said that sales early in the holiday season are “no bellwether of the season as a whole.”
“Consumers have completed an average 37.3 percent of their holiday gift buying, which means there is still a lot to do over the upcoming weeks,” Michael Niemira, chief economist of the trade group, said in a statement.