IBM Coremetrics Benchmark Reports

Black Friday and Cyber Monday 2009

Black Friday 2009 and Cyber Monday 2009 are over, and IBM Coremetrics Benchmark has the online retail data. Both shopping days delivered strong performances, outpacing 2008 levels. Retailers in general did a very good job of educating consumers about promotions and special offers, enticing more consumers to shop online than in 2008.

Cyber Monday Online Spending Exceeds 2008 Levels

The US online retail sector reported strong sales results on Cyber Monday, November 30, 2009, compared to the same period last year. This analysis, delivered as part of IBM Coremetrics' second annual Cyber Monday Benchmark Report, reveals the following trends and patterns as of 12 a.m. PST:

Retail categories compared to Cyber Monday 2008 (year/year):

U.S. Retail

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Session Traffic Summary Metrics Cyber Monday 09 Cyber Monday 08 % Change (y/y) Black Friday 09 % Change (cm/bf)
Bounce (One Page) Rate1 28.86% 24.51% 17.75% 30.86% -6.48%
Multi-Page Session Percent2 71.14% 75.49% -5.76% 69.14% 2.89%
Browsing Sessions Percent3 48.88% 51.30% -4.72% 48.99% -0.22%
Shopping Cart Sessions Percent4 12.13% 10.91% 11.18% 10.95% 10.78%
Order Sessions Percent5 5.26% 3.99% 31.83% 4.50% 16.89%
Visitor Experience Summary Metrics Cyber Monday 09 Cyber Monday 08 % Change (y/y) Black Friday 09 % Change (cm/bf)
Page Views per Session6 8.8 11.59 -24.07% 8.79 0.11%
Product Views Per Session7 2.14 2.63 -18.63% 2.17 -1.38%
Average Session Length (in seconds)8 7:32 8:23 -10.14% 7:28 0.89%
Transaction Summary Metrics Cyber Monday 09 Cyber Monday 08 % Change (y/y) Black Friday 09 % Change (cm/bf)
Items per Order9 5.92 4.56 29.82% 5.4 9.63%
Average Order Value10 $180.03 $130.24 38.23% $170.19 5.78%
Shopping Cart Conversion Rate11 36.81% 37.99% -3.11% 34.60% 6.39%
Shopping Cart Abandonment Rate12 63.19% 62.01% 1.90% 65.40% -3.38%
New Visitor Conversion Percent13 4.28% 2.91% 47.08% 3.71% 15.36%
On site Search Summary Cyber Monday 09 Cyber Monday 08 % Change (y/y) Black Friday 09 % Change (cm/bf)
On-Site Searches per Session14 19.49% 17.86% 9.13% 18.32% 6.39%

About IBM Coremetrics Benchmark:

IBM Coremetrics Benchmark enables online retailers to measure their online marketing results-including e-commerce data-against that of their peers. Benchmark is the only peer-level benchmarking solution that delivers aggregated and anonymous competitive data for industry-specific key performance indicators (KPIs), showing how a site performs competitively and historically compared to its respective industry overall, as well as to peers and direct competitors.

Session Traffic Summary Metrics

1. Bounce (One Page) Rate The percentage of sessions in which visitors only viewed one page before leaving the site.
2. Multi-Page Session Percent The percentage of sessions in which visitors viewed more than one page.
3. Browsing Sessions Percent The percentage of sessions in which visitors viewed at least one product page.
4. Shopping Cart Session Percent The percentage of sessions in which visitors placed at least one item in their shopping carts.
5. Order Session Percent The percentage of sessions in which visitors completed an order.

Visitor Experience Summary Metrics

6. Page Views Per Session The average number of pages viewed by visitors per session.
7. Product Views Per Session The average number of products viewed by visitors per session.
8. Average Session Length The average length of time for a visitor session.

Transactions Summary Metrics

9. Items per Order The average number of items purchased per order.
10. Average Order Value The average value of each order.
11. Shopping Cart Conversion Rate Out of all visitors who placed items in their shopping carts, the percentage that placed an actual order.
12. Shopping Cart Abandonment Rate Out of all visitors who placed items in their shopping carts, the percentage that did not place an actual order.
13. New Visitor Conversion Percent Out of all new visitor sessions, the percentage that completed an order.

On-Site Search Summary Metrics

14. On-Site Searches Per Session Out of all sessions, the percentage in which visitors used on-site search capabilities.

Black Friday 2009 and Cyber Monday 2009 are over, and IBM Coremetrics Benchmark has the online retail data. Both shopping days delivered strong performances, outpacing 2008 levels. Retailers in general did a very good job of educating consumers about promotions and special offers, enticing more consumers to shop online than in 2008.

Ecommerce Activities Gain Strength on Black Friday 2009

The U.S. online retail sector delivered a strong comeback on Black Friday 2009 compared to the same period last year. This analysis, delivered as part of IBM Coremetrics' second annual Black Friday Benchmark Report, reveals the following trends and patterns as of 12:00 a.m. PST:

Retail Categories:

Download the Full Benchmark Black Friday 2009 Report (1.47KB)

US retail

Session Traffic Summary Metrics Black Friday 2009 Black Friday 2008 % Change (y/y) Friday Nov 20, 09 % Change (w/w)
Bounce (One Page) Rate1 30.86% 22.13% 39.43% 32.79% -5.88%
Multi-Page Session Percent2 69.14% 77.87% -11.20% 67.21% 2.87%
Browsing Sessions Percent3 48.99% 51.80% -5.42% 47.85% 2.37%
Shopping Cart Sessions Percent4 10.95% 10.80% 1.41% 9.61% 13.99%
Order Sessions Percent5 4.50% 3.49% 29.07% 4.04% 11.60%
Visitor Experience Summary Metrics Black Friday 2009 Black Friday 2008 % Change (y/y) Friday Nov 20, 09 % Change (w/w)
Page Views per Session6 8.79 12.63 -30.36% 8.09 8.70%
Product Views Per Session<7 2.17 2.86 -23.98% 1.98 10.01%
Average Session Length (in seconds)8 7:28 8:37 -13.32% 7:06 5.37%
Transaction Summary Metrics Black Friday 2009 Black Friday 2008 % Change (y/y) Friday Nov 20, 09 % Change (w/w)
Items per Order9 5.4 4.56 18.33% 6.19 -12.76%
Average Order Value10 $170.19 $126.04 35.02% $176.92 -3.80%
Shopping Cart Conversion Rate11 34.60% 33.56% 3.08% 32.89% 5.19%
Shopping Cart Abandonment Rate12 65.40% 66.44% -1.55% 67.11% -2.54%
New Visitor Conversion Percent13 3.71% 2.27% 63.36% 3.19% 16.16%
On-Site Search Summary Black Friday 2009 Black Friday 2008 % Change (y/y) Friday Nov 20, 09 % Change (w/w)
On-Site Searches per Session14 18.32% 18.44% -0.62% 18.57% -1.34%

About IBM Coremetrics Benchmark:

IBM Coremetrics Benchmark enables online retailers to measure their online marketing results-including e-commerce data-against that of their peers. Benchmark is the only peer-level benchmarking solution that delivers aggregated and anonymous competitive data for industry-specific key performance indicators (KPIs), showing how a site performs competitively and historically compared to its respective industry overall, as well as to peers and direct competitors.

Session Traffic Summary Metrics

1. Bounce (One Page) Rate The percentage of sessions in which visitors only viewed one page before leaving the site.
2. Multi-Page Session Percent The percentage of sessions in which visitors viewed more than one page.
3. Browsing Sessions Percent The percentage of sessions in which visitors viewed at least one product page.
4. Shopping Cart Session Percent The percentage of sessions in which visitors placed at least one item in their shopping carts.
5. Order Session Percent The percentage of sessions in which visitors completed an order.

Visitor Experience Summary Metrics

6. Page Views Per Session The average number of pages viewed by visitors per session.
7. Product Views Per Session The average number of products viewed by visitors per session.
8. Average Session Length The average length of time for a visitor session.

Transactions Summary Metrics

9. Items per Order The average number of items purchased per order.
10. Average Order Value The average value of each order.
11. Shopping Cart Conversion Rate Out of all visitors who placed items in their shopping carts, the percentage that placed an actual order.
12. Shopping Cart Abandonment Rate Out of all visitors who placed items in their shopping carts, the percentage that did not place an actual order.
13. New Visitor Conversion Percent Out of all new visitor sessions, the percentage that completed an order.

On-Site Search Summary Metrics

14. On-Site Searches Per Session Out of all sessions, the percentage in which visitors used on-site search capabilities.
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