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Cyber Monday Results 2014


Cyber Monday continued its year over year growth in online and mobile sales. Read the full report to get details on the latest trends from the holiday shopping season.

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Cyber Monday Real-Time Sales

Cyber Monday continues to outpace Black Friday and Thanksgiving as the biggest online shopping day of the year with online sales up 8.5% over 2013.

Highlights from Cyber Monday 2014:

  • Online Sales Set New Record: The Monday after Thanksgiving remained the busiest day for online shopping over the five day period. Cyber Monday online sales grew by 8.5 percent over 2013. Average order value was $124.21, down 3.5 percent year-over-year.
  • Cyber Monday Becomes Mobile Monday: Cyber Monday mobile traffic accounted for 41.2 percent of all online traffic, up 30.1 percent over 2013. Mobile sales were also strong, reaching 22 percent of total Cyber Monday online sales, an increase of 27.6 percent year-over-year.
  • New York City Takes Top Spot for Cyber Sales: New York City again claimed the top spot for Cyber Monday sales, followed by Washington, D.C.; Atlanta, GA; Los Angeles, CA; and Chicago, IL. On average, New York City shoppers spent $112.44 per order on Cyber Monday.
  • Smartphones Browse, Tablets Buy: As the new digital shopping companion for many consumers, smartphones drove 28.5 percent of all Cyber Monday online traffic, more than double that of tablets, which accounted for 12.5 percent of all traffic. Yet, when it comes to mobile sales, tablets continue to win the shopping war – driving 12.9 percent of online sales compared to 9.1 percent for smartphones, a difference of 41.5 percent. Tablet users also averaged $121.49 per order compared to $99.61 for smartphone users, a difference of 22 percent.
  • iOS vs. Android: iOS once again led the way in mobile shopping this holiday season, outpacing Android across three key metrics on Cyber Monday:
    • Average Order Value: iOS users averaged $114.79 per order compared to $96.84 for Android users, a difference 18.5 percent.
    • Online Traffic: iOS traffic accounted for 28.7 percent of total online traffic, more than double that of Android, which drove 12.2 percent of all online traffic.
    • Online Sales: iOS sales accounted for 17.4 percent of total online sales, more than four times that of Android, which drove 4.4 percent of all online sales.
  • Retailers Use Email to Deliver Follow-Up Deals*: Transactional messages, or emails that are automatically triggered by a consumer's action like a purchase receipt or cart abandonment, increased 48 percent year-over-year. The median number of emails sent to consumers from retailers on Cyber Monday was two, remaining the same in 2014 compared to 2013. Open and click through rates on Cyber Monday were 12.8 percent and 2.2 percent, respectively. More than 46 percent of Cyber Monday emails were opened on mobile devices or tablets, versus 52 percent on desktops.
  • The Desktop is Not Dead: As shoppers returned to work on Cyber Monday, desktop PCs accounted for 58.6 percent of all online traffic and 78 percent of all online sales. Consumers also spent more while shopping on their PCs with an average order value of $128.24 compared to $110.72 for mobile shoppers, a difference of 15.8 percent.
  • Social Influence – Facebook vs. Pinterest: As marketers continue to rely on social channels to drive brand loyalty and sales, IBM analyzed trends across two leading sites, Facebook and Pinterest. Pinterest referrals drove an average of $97.78 per order compared to $123.44 for Facebook, a difference of 26.2 percent.

 

The IBM Digital Analytics Benchmark also reported real-time trends across four of the hottest retail categories this holiday season:

  1. Department Stores: Cyber Monday online sales grew by 17.9 percent over 2013, with mobile percentage of sales up 21.3 percent. Average order value was $146.07, a decrease of 9.7 percent year-over-year.
  2. Health and Beauty: Cyber Monday online sales grew by 3.8 percent over 2013, with mobile percentage of sales up 27.5 percent. Average order value was $57.94, a decrease of 3.8 percent year-over-year.
  3. Home Goods: Cyber Monday online sales grew by 27.5 percent over 2013, with mobile percentage of sales up 13.2 percent. Average order value was $247.56, an increase of 10.9 percent year-over-year.
  4. Apparel: Cyber Monday online sales grew by 3.4 percent over 2013, with mobile percentage of sales up 28.9 percent. Average order value was $100.67, a decrease of 2.1 percent year-over-year.

 

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