80+ Key Cyber Monday Statistics You Need to Know to Navigate Deals and Retail Trends in 2024

Cyber Monday has become a key event in holiday shopping, changing the retail world with many deals and promotions. It’s where budget-conscious shoppers and sales-hungry retailers meet.

Finding comprehensive information amidst the sea of reports and websites can be daunting. As such, in this article, we’ve carefully gathered a rich collection of Cyber Monday statistics from various reports and platforms, creating your go-to resource.

Whether you’re a shopper getting ready for sales or a retailer improving your strategies, knowing these Cyber Monday facts can greatly enhance your Cyber Monday experience.

Table of Contents Table of Contents

1. Cyber Monday Statistics Highlights
2. Cyber Monday Consumer Behavior and Shopping Trends
3. Online Retailers and Cyber Monday Sales
4. Cyber Monday vs. Black Friday Statistics
5. Global Cyber Monday Stats
6. Cyber Monday Stats on Marketing and Advertising
7. Cybersecurity and Online Shopping
8. The Future of Cyber Monday: Cyber Monday Statistics 2024
9. The Bottom Line
10. FAQs
11. References

Show Full Guide

Table of Contents

1. Cyber Monday Statistics Highlights
2. Cyber Monday Consumer Behavior and Shopping Trends
3. Online Retailers and Cyber Monday Sales
Show Full Guide
4. Cyber Monday vs. Black Friday Statistics
5. Global Cyber Monday Stats
6. Cyber Monday Stats on Marketing and Advertising
7. Cybersecurity and Online Shopping
8. The Future of Cyber Monday: Cyber Monday Statistics 2024
9. The Bottom Line
10. FAQs
11. References

Cyber Monday Consumer Behavior and Shopping Trends

Understanding Cyber Monday statistics on consumer behavior and shopping trends is important for both retailers and shoppers. By looking at how people shop, what they buy, and which platforms they use, we can learn more about this major shopping event. This information helps businesses improve their strategies and gives consumers a better shopping experience.

Cyber Monday Stats on Spending Patterns and Products

Just under a third of U.S. Cyber Monday shoppers (31%) in 2023 spent $200 or more, taking advantage of Cyber Monday deals (NIQ, 2023). 

In fact, nearly half (43%) said that they spent more than on Cyber Monday 2022 (NIQ, 2023).

The share of 2023 web Cyber Monday traffic for different categories was as follows:

• Mass: 35%
• Footwear & Apparel: 19%
• Electronics: 8%
• Department: 7%
• Home Improvement: 4%
• Home: 4%

The most popular products purchased online during Cyber Monday 2023 were the following:

• Hot Wheels
• Disney Pixar Cars toys
• Spiderman 2
• TVs
• Small kitchen appliances

(Adobe, 2024a)

Shopping Platforms and Preferences

On Cyber Monday 2023, roughly 20.9 million consumers shopped in person. On the other hand, a much larger number—73.1 million consumers—shopped online, highlighting the level of Cyber Monday traffic (NRF, 2023).

In fact, Google Search trends for 2023 show that some of the search volume related to shopping that contained “cyber monday” as part of the search term actually happened in October and in the days leading up to the day itself, although peak search interest was still on the day itself, 27th November 2023 (Google, 2024).

Around 44 million shoppers used their desktop computers or laptops to shop online on Cyber Monday. Another 40.5 million used their mobile phones to shop online, down from the record 45.7 million in 2022 (post-COVID-19 pandemic), but still well above pre-pandemic levels (NRF, 2023).

Comparing the number of online sales, Cyber Monday sales statistics for 2023 show that there was a higher conversion rate for people using desktops (6.9%) than people using mobiles (3.5%) (Adobe, 2024a).

Online Retailers and Cyber Monday Sales

Cyber Monday is a major event for online retailers, driving significant sales and attracting millions of shoppers. By viewing consumer preferences, discount trends, and Cyber Monday sales reports for 2023, retailers can compete successfully.

In this section, we look at how top online retailers did and what factors influenced consumer choices during Cyber Monday 2023.

Sales Performance Across Platforms

Cyber Monday sales statistics for 2023 show that online sales were up +9.6% year over year (YoY) (Adobe, 2024b).

In fact, revenue broke $12 billion for the first time, landing at $12.4 billion.

Furthermore, global digital sales powered by Commerce Cloud grew 5% YoY on Cyber Monday 2023 (Salesforce, 2023).

Top Online Retailers and Consumer Preferences

For the U.S. consumers who were planning to shop online for Black Friday and Cyber Monday 2023, these were the top 5 online retailers they were planning to purchase from:

In 2023, U.S. consumers outlined the top 10 important factors when choosing where to shop for Black Friday or Cyber Monday.

Cyber Monday Data on Discount Trends and Impact

Only 40% of shoppers thought that the 2023 Cyber Monday deals were better than those in 2022 (NIQ, 2023).

In 2023, Cyber Monday saw the following discounts on these products sold online:

• Electronics: -31.4%
• Toys: -27.1%
• Apparel: -23.4%

(Adobe, 2024a)

Discounts were slightly more significant on the following dates (between 1st October and 31st December):

• Toys: 23 November, -28.2%
• Apparel: 24 November, -24.2%

For electronics, the best discount was recorded on Cyber Monday itself.

(Adobe, 2024a)

Furthermore, discounts for additional product categories for online shopping on Cyber Monday 2023 were as follows:

• Televisions: -20.2%
• Computers: -22.1%
• Furniture: -21.1%
• Appliances: -18.1%
• Sporting Goods: -15.3%

(Adobe, 2024a)

Online Order Distribution and Shipping Preferences

The distribution of online orders based on shipping method on Cyber Monday 2023 was as follows:

• Standard shipping: 1.19
• Buy-online-pick-up-in-store: 0.72
• Expedited: 0.65

(Adobe, 2024a)

Cyber Monday vs. Black Friday Statistics

In 2023, Cyber Monday numbers show that more revenue was generated on that day than on Black Friday in terms of online shopping in the U.S. On Cyber Monday, consumers spent $12.4 billion online (Adobe, 2024b).

However, globally, Cyber Monday saw a smaller % increase in online sales in 2023. Cyber Monday 2023 saw a 5% increase in sales, while Black Friday 2023 saw an 8% increase (Salesforce, 2023).

Global Cyber Monday Stats

The data on Cyber Monday shopping patterns reveals a snapshot of consumer behavior in  Italy, Canada, and Germany, showcasing diverse market dynamics. For example, in 2022, a notable 58% of global respondents marked Cyber Monday as a shopping day on their calendars (Simon-Kucher, 2022).

This section dives into these Cyber Monday statistics, shedding light on buying trends and sales outcomes in these regions during this key online shopping event.

Cyber Monday Shopping in Italy

In 2023, a majority of Italian shoppers (61%) said that they intended to make purchases on Cyber Monday (YouGov, 2023a). The people who were most likely to make purchases were adults between 45 and 54 (86%), while those over 55 were the least likely of all (73%).

Most people (65%) wanted to purchase during Black Friday or Cyber Monday in order to save money (YouGov, 2023a). This was especially the case when it came to people aged between 18 and 24 (83%).

Furthermore, most people (54%) preferred to shop both online and in-store (YouGov, 2023a). Around a third (34%) of Italians said they preferred to shop exclusively online, while less than a tenth (8%) said that they preferred to shop exclusively in-store.

Canadian Cyber Monday 2023

Canadian shopping intentions for Cyber Monday 2023 were high, with 37% planning to make purchases (Retail Council, 2023). In fact, this is up from 21% in 2022.

Most Canadians (37%) planned to spend the same amount for Cyber Monday 2023 as they did last year (Leger360, 2023).

Nearly a third (31%) said that they planned to spend the same amount, but 18% stated their plans to spend more.

Overall, the average Canadian spend was projected to be $372.60 (Leger360, 2023). The majority (26%) said they planned to spend $500 or more, with those spending $200-$299 close behind (21%).

Furthermore, most Canadians (59%) intended to shop for Black Friday/Cyber Monday primarily online (Leger360, 2023). Less than a fifth (17%) said they would do it in-store.

Shopping Trends in Germany

In Germany, 41% of consumers planned to shop on Black Friday or Cyber Monday 2023, indicating strong Cyber Monday numbers in the European market. The shoppers were slightly more likely to be male (55%) and between the ages of 18-34 years old (YouGov, 2023b).

The majority of German Black Friday and Cyber Monday 2023 shoppers (65%) planned to shop for their bargains online on those two days. Another 27% wanted to shop both online and offline, and only 8% said they wanted to shop in-store (YouGov, 2023b).

German shoppers were looking to buy small electronics (e.g., smartphones, and wearables), clothing, and shoes (each category with 23% of respondents saying they wish to purchase). Meanwhile, 22% said they wanted to buy electronics, and 15% said they wanted to buy video and computer games (YouGov, 2023b).

Cyber Monday Stats on Marketing and Advertising

Marketing and advertising are key to boosting Cyber Monday sales. By knowing how consumers find deals and which advertising platforms work best, businesses can improve their strategies. Here, we look at how shoppers discover Black Friday and Cyber Monday deals, the success of different advertising platforms, and the ad spending strategies used by brands during this busy shopping time.

Discovering Black Friday and Cyber Monday Deals

In 2023, U.S. shoppers stated that they usually discover Black Friday and Cyber Monday deals in the following ways:

• Retailer websites (63.6% of consumers)
• Retailer promotional emails (58.2%)
• Retailer promotional social media ads (47.3%)
• Word-of-mouth recommendations from family/friends (38.7%)
• Online blogs/articles (33.0%)
• Retailer apps/push notifications (29.8%)
• Retailer organic social media posts (21.2%)
• Newspapers/magazines (20.8%)
• TV/radio (20.2%)
• Influencers (18.4%)

(Drive Research, 2023)

Performance of Advertising Platforms

TikTok recorded over 200% monthly Return On Ad Spend (ROAS) growth in November 2023 compared to October. TikTok didn’t just grow, but its ROAS was also among the highest (Fospha, 2023).

Other channels with strong ROAS increase in November compared to October 2023 were:

• Snapchat (+97%)
• Pinterest (+67%)
• Reddit (+32%)

(Fospha, 2023)

Ad Spending Strategies in November

In previous years, these were the ad spending strategies of various companies:

• November Ramp (50% of companies): increased their spending throughout November, peaking over the Thanksgiving to Cyber Monday weekend.
• In-Week Push (37%): increased their spending during the week of Black Friday till Cyber Monday.
• Weekend Blitz (13%): Increased their ad spend to just the Black Friday to Cyber Monday weekend.

(Fospha, 2023)

Meanwhile, in November 2023, brands spent more money on consideration and conversion rather than awareness compared to October. These were the changes in spending from October to November:

• Conversion: +33%
• Consideration: +21%
• Awareness: -34%

The idea is that the brands are capitalizing on customers’ readiness to make purchases on Black Friday and Cyber Monday 2023.

Cybersecurity and Online Shopping

As Cyber Monday approaches, the increase in online shopping also brings more cybersecurity risks. Both shoppers and retailers need to be aware of these threats and take steps to ensure safe transactions. This section looks at consumer concerns, experiences with online scams, and gives advice on how to shop safely online.

Consumer Concerns

In 2023, while the majority of consumers are very or somewhat confident about shopping safely online, nearly a third said that they are not sure how to do so (Norton, 2023).

However, over half of consumers are very or somewhat concerned about security when shopping online. These were the top worries expressed by consumers:

• Personal details being compromised (73% of respondents)
• Being the victim of cybercrime (67%)
• Being scammed by a third-party retailer (64%)
• A device purchased as a gift for someone else is digitally unsafe, such as not secure, prone to hacking, etc. (53%)
• Holiday travel arrangements or accommodations being ruined by a scammer (53%)
• Unintentionally receiving a counterfeit version of a gift (51%)
• A device received as a gift from someone being hacked (51%)

(Norton, 2023)

Experiences with Online Scams

In 2023, a quarter of people reported having been targeted by a scam when shopping online.

Globally, the scam victims said that the scam primarily occurred on the following platforms:

• Social media (46% of scam victims)
• Third-party website (35%)
• Email (32%)
• Phone call (29%)
• Text (28%)

Scam Preventive Measures and Advice

Here’s some advice for Cyber Monday shoppers to stay safe online:

• Don’t buy from unknown stores. Look up any unfamiliar stores, and check their ratings and reviews. Be cautious if you see many perfect reviews.
• For extra safety, make sure the website’s address starts with ‘https‘. The payment page should also start with ‘https’, not just the main page.
• Avoid deals that look too good to be true, like very cheap, highly sought-after gifts. Remember, if it looks too good to be true, it probably is.
• Use one of the best VPNs to keep your online shopping private, especially on public Wi-Fi.
• Make strong, different passwords for shopping sites, emails, and financial apps. Use a password manager to keep track of them.
• Get antivirus software on your device to help guard against scams and get warnings.
• Get acquainted with the top phishing scams used by fraudsters so you can avoid getting scammed.

The Future of Cyber Monday: Cyber Monday Statistics 2024

Looking ahead, Cyber Monday statistics 2024 give us a view of possible trends and behaviors that will shape this important shopping event. As retailers prepare for another record-breaking year, understanding these predictions is key to improving strategies and boosting sales.

The Black Friday/Cyber Monday (BCFM) craze is expected to begin earlier (Forbes, 2024).

Retailers are starting holiday sales earlier each year. Make sure your product messaging, campaigns, email triggers, and identity strategy are ready by Halloween. Start setting up and optimizing your technology and solutions now to avoid losing revenue to competitors.

The election will have an impact on BCFM (Forbes, 2024).

This year is an election year, and campaign spending—from the presidential race to local elections—will fill the paid ad space. This makes it harder for brands to stand out. To catch consumers’ attention, shift your budget to owned channels like email, text, and your website. Working with an identity resolution expert can help you recognize visitors and talk to them through these channels.

Cart abandonment will spike (Forbes, 2024).

During the holidays, consumers take more time to browse, research, and look for deals, leading to more abandoned carts. Forbes’s 2023 research shows that 19% of shoppers left their carts to find better deals, while 15% waited for products to go on sale. An identity resolution solution can turn cart abandonment into a chance to gain customers. Knowing who left items in their cart helps you send them sales alerts. Consumers are also more open to marketing opt-ins during the holidays, with a 20-30% increase before BFCM.

The Bottom Line

Knowing these Cyber Monday facts is important for both shoppers and retailers. Shoppers can find the best deals, while retailers can improve their strategies to increase sales and enhance customer experience. This detailed overview gives valuable insights into consumer behavior, sales trends, and effective marketing tactics for a successful Cyber Monday.

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