Home goods online sales up 26.5% on Cyber Monday
Susan Dickenson -- Furniture Today, December 3, 2013
U.S. shoppers made Cyber Monday the biggest online shopping day in history with a 20.6% increase in online sales,according to the latest cloud-based analytics findings from IBM. Mobile sales led the way, exceeding 17% of total online sales, an increase of 55.4% year-over-year.
Cyber Monday total online sales of home goods grew by 26.5% over 2012, with mobile sales growing 40.5% year-over-year. The average home goods order value was $182.19, an increase of 9.2% over 2012.
Cyber Monday also capped the highest five-day online sales period on record - from Thanksgiving Day through Cyber Monday - which grew 16.5% over the same period in 2012.
"We continue to see a dramatic movement of the new digitally savvy consumer as Cyber Monday once again proved to be the star of this holiday shopping season," said Jay Henderson, Strategy Director, IBM Smarter Commerce. "The mobile device has become the shopping companion of choice for consumers, driving record mobile sales with 55% growth over last year."
The National Retail Federation estimates 141.1 million individual consumers shopped over the four-day Thanksgiving weekend, up from 139 million over the same time frame last year. The number of individual consumers who shopped on multiple days over the weekend was 248 million, about a million more than last year.
Shoppers may have turned out in greater numbers but they spent less Thursday through Sunday -- $407.02, down from $423.55 last year -- according to an NRF survey. The NRF attributes this to low prices, aggressive discounts, and consumers starting their holiday shopping earlier this year. Total spending is estimated to reach $57.4 billion. The NRF is still expecting total holiday sales to increase 3.9% to $602 billion.
Traffic on Thanksgiving Day itself grew 27% as nearly 45 million shoppers, or 31.8% of holiday shoppers, took advantage of special "turkey day" savings offers, up from 35 million in 2012. Black Friday was the biggest day: more than 92 million people shopped (65.2%), up from nearly 89 million last year.
"Cold weather, unique promotions and unbeatable prices put millions of Americans in the mood to shop for holiday gifts this weekend," said NRF President and CEO Matthew Shay. "Retailers' late night and early morning promotions struck just the right chord for those hoping to kick off the holiday shopping season with friends and family. With only a few weeks until the big day, retailers will continue to aggressively promote their in-store and online offerings, looking to entice today's very budget-conscious and value-focused shopper."
The NRF survey, conducted Nov. 29-30 by Prosper Insights & Analytics, polled 4,464 consumers and has a margin of error of plus or minus 1.5%.
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