Desktop Shoppers Bought $900M of Apparel & Accessories on Cyber Monday

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Desktop Shoppers Bought $900M of Apparel & Accessories on Cyber Monday

11/30/2017
"Cyber Monday once again ranked as the heaviest online spending day of all-time and became the first day to ever exceed $3 billion in sales from desktop computers," said comScore senior vice president of marketing and insights Andrew Lipsman.

comScore reported holiday season U.S. retail e-commerce spending from desktop computers for Cyber Monday 2017 and the holiday weekend following Thanksgiving. Cyber Monday reached $3.36 billion in desktop online spending, up 26 percent versus year ago, representing the heaviest online spending day in history and the first day to ever surpass $3 billion in desktop sales.

The weekend after Thanksgiving also proved to be strong, as it marked the third straight year in which both Saturday and Sunday individually had billion-dollar online shopping days, combining for $2.92 billion for a year-over-year increase of 17 percent. For the five-day period from Thanksgiving through Cyber Monday, online buying from desktop computers totaled $10.21 billion, up 21 percent versus last year.

Key Spending Days in 2017 Holiday Season vs. Corresponding Days* in 2016
Non-Travel (Retail) E-Commerce Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home & Work Desktop Computers
Source: comScore, Inc.

 

Millions ($)

2016

2017

Percent
Change

Thanksgiving Day (Nov. 23, 2017)

$1,287

$1,572

22%

Black Friday (Nov. 24)

$1,970

$2,360

20%

Holiday Weekend (Nov. 25-26)

$2,486

$2,916

17%

Cyber Monday (Nov. 27)

$2,671

$3,364

26%

Thanksgiving thru Cyber Monday

$8,414

$10,212

21%

*Corresponding days based on corresponding shopping days (November 24 thru November 28, 2016)

"Cyber Monday once again ranked as the heaviest online spending day of all-time and became the first day to ever exceed $3 billion in sales from desktop computers," said comScore senior vice president of marketing and insights Andrew Lipsman. "Every year it seems there's talk of the big promotional days becoming less important as promotions get extended across so much of the season, but the data suggest the exact opposite – that the biggest promotional days are only getting more important with time. Online retailers have conditioned consumers to be very responsive to the deals on Black Friday and Cyber Monday, which is why they have consistently shown above-average growth rates year after year."

Other highlights include:

  • An estimated 140 million Americans visited online retail properties on Cyber Monday, with 77 million arriving via desktop, 103 million via mobile and 40 million shopping on both platforms. The total number of digital shoppers on Cyber Monday surpassed Black Friday's total by 11 million.
  • Amazon once again ranked as the most visited online retail property on Cyber Monday, followed by Walmart and eBay.
  • Apparel & Accessories ranked as the top product category on Cyber Monday with nearly $900 million in desktop sales, followed by Consumer Electronics and Computer Hardware, respectively.
  • Consumer Packaged Goods was the fastest-growing category year-over-year on Cyber Monday, followed by Toys & Hobbies and Apparel & Accessories, respectively.
  • Households making $100,000+ in annual income accounted for 44 percent of desktop spending on Cyber Monday.