Cyber Monday has become a key event in the holiday shopping scene, reshaping the retail world with an array of deals and promotions. It’s where budget-conscious shoppers and sales-hungry retailers come together.
The event holds a wide range of statistics on consumer behavior, sales figures, popular product categories, and peak shopping times, crucial for both individuals and businesses looking to make the most of Cyber Monday.
However, finding comprehensive information amidst the sea of reports and websites can be daunting. In this article, we’ve carefully gathered a rich collection of Cyber Monday statistics from various reports and platforms, creating a go-to resource that unveils the many aspects of the annual event.
Whether you’re a shopper gearing up for sales or a retailer refining your strategies, getting to grips with these statistics can greatly enhance your Cyber Monday experience.
Cyber Monday Statistics Highlights
Consumer Behavior and Shopping Trends
The digital realm buzzes with activity during notable sale days like Black Friday and Cyber Monday. These events offer more than just sales boosts for retailers; they open a window into consumer behavior and shopping trends.
Cyber Monday data unfolds a variety of insights into consumer interactions with online retail spaces, the products that captivate them, and their reactions to sales and promotions.
As e-commerce platforms grow, grasping these trends is key for retailers refining their strategies and for consumers making savvy buying choices.
Cyber Monday Stats on Spending Patterns and Priorities
The majority of U.S. Cyber Monday shoppers in 2022 (71%) indicated that they spent more or the same amount as in 2021. Over half of respondents said that they spent over $100 on Cyber Monday 2022 (NIQ, 2022).
In 2022, 81% of possible U.S. Black Friday and Cyber Monday shoppers said that getting the best price or value was their priority. At the same time, 80% said that it’s also important that the items they’re purchasing are also of the best quality.
This shows that consumers balanced purchasing decisions on both price and quality (Google, 2022).
Popular Products and Categories
On Cyber Monday 2022, U.S. consumers spent their money on the following categories:
- Electronics (43% of respondents)
- Clothing/accessories (42%)
- Toys (31%)
- Beauty personal care (25%)
- Entertainment (24%)
Furthermore, the most popular products purchased online during Cyber Monday 2022 were the following:
- PlayStation 5
- Hot Wheels
- Madden 23
Shopping Platforms and Preferences
On Cyber Monday 2022, roughly 22.6 million consumers shopped in person. On the other hand, a much larger number shopped online – 77 million consumers (NRF, 2022).
Comparing the number of online sales, desktops (6.9% conversion rate) performed slightly better than mobile devices (3.6%) on Cyber Monday 2022 (Adobe, 2023a).
Sales, Promotions, and Shopping Timing
In September 2023, 61% of shoppers said that sales and promotions are even more important to purchase gifts this year compared with last year (NRF, 2023).
In fact, nearly one in three (32%) said that they will purchase the majority of their gifts in November 2023 to make the most of Black Friday and Cyber Monday sales (Deloitte, 2023).
Post Cyber Monday Spending and Search Trends
Google Search trends for 2022 showed that the daily volume for shopping-related searches containing “deals” in the term grew by over 2300% the week of Black Friday and Cyber Monday compared to September (Google, 2023a).
However, in the U.S., 46% of 2022 consumer holiday spending actually occurred after Cyber Monday and before 24th December.
In fact, U.S. consumers spent as much in the three days post Cyber Monday as they did on Black Friday and Cyber Monday combined. This highlights that maintaining momentum after Cyber Weekend is important (Google, 2023b).
Online Retailers and Cyber Monday Sales
Cyber Monday has become a notable event on the e-commerce calendar, offering online retailers a chance to boost sales and engage customers. The Cyber Monday statistics from 2022 unveil sales performance, the adoption of tech-savvy sales strategies, and a competitive marketplace.
This section explores top online retailer preferences, discount trends, and tech-driven sales efficiency. It also touches on the Cyber Monday sales in comparison to Black Friday, reflecting on the distinct yet connected nature of these shopping events.
Sales Performance Across Platforms
According to the Mastercard SpendingPulse, which measures in-store and online retail sales across all forms of payment, U.S. total retail sales (excluding auto) on Cyber Monday 2022 were up +9.7% YoY. Meanwhile, e-commerce recorded a +10.9% increase YoY and in-store retail sales were up +9.2% YoY (Mastercard, 2022).
In 2022, Cyber Monday saw a 5.8% year-on-year (YoY) growth in online shopping. This is an increase compared to the YoY growth recorded in 2021 (-1.0%) but a significant decrease compared to the YoY growth recorded in 2020 (+15.0%) (Adobe, 2023b).
Furthermore, global digital sales powered by Commerce Cloud grew 10% YoY on Cyber Monday 2022 (Salesforce, 2022).
Top Online Retailers and Consumer Preferences
For the U.S. consumers who shopped online for Black Friday or Cyber Monday 2022, these were the top 10 online retailers they had planned to purchase from:
- Amazon (78.1% of respondents)
- Target (48.8%)
- Walmart (48.0%)
- Kohl’s (26.5%)
- Best Buy (25.4%)
- Macy’s (17.5%)
- Costco (16.7%)
- Home Depot (13.6%)
- Bed, Bath, and Beyond (13.1%)
- Local business (13.0%)
(Drive Research, 2022)
In 2023, U.S. consumers outlined the following top 10 factors as important when choosing where to shop for Black Friday or Cyber Monday:
- Promotions/sales (80.7% of consumers)
- Free shipping (79.6%)
- Availability of products (66.1%)
- Return/exchange policies (50.2%)
- Fast shipping times (46.1%)
- Online reviews (46.0%)
- Buy online pick up in-store (BOPUS) capabilities (22.3%)
- Recommendations from family/friends (21.0%)
- Buy Now, Pay Later (BNPL) capabilities (14.9%)
- Store hours (12.2%)
(Drive Research, 2023)
Cyber Monday Data on Discount Trends and Impact
In 2022, Cyber Monday saw the following discounts on these products sold online:
- Toys: -33.8%
- Electronics: -23.8%
- Apparel: -16.5%
Discounts were slightly more significant on the following dates (between 1st October and 31st December):
- Toys: 27 November, -34.1%
- Electronics: 20 December, -23.9%
- Apparel: 31 December, -19.8%
Furthermore, discounts for additional product categories for online shopping on Cyber Monday 2022 were as follows:
- Appliances: -14.5%
- Computers: -14.4%
- Televisions: -12.9%
- Sporting Goods: -7.1%
- Furniture: -6.0%
Technology and Sales Efficiency
Chatbot messages globally increased by 53% on Cyber Monday 2022 compared to Cyber Monday 2021. This shows how retailers leaned into automation on one of the busiest days of the year, saving agents time for complex servicing issues and driving customer loyalty (Salesforce, 2022).
Online Order Distribution and Shipping Preferences
The distribution of online orders based on shipping method on Cyber Monday 2022 was as follows:
- Standard shipping: 1.21
- Buy-online-pick-up-in-store: 1.17
- Expedited: 0.4
Cyber Monday vs. Black Friday Statistics
Overall, in 2022, there was a significant overlap between Black Friday and Cyber Monday purchases. Around two-thirds of U.S. consumers who shopped on Cyber Monday also shopped on Black Friday. Furthermore, the most significant reasons given for shopping on both days were to find Christmas gifts and to get good deals (NIQ, 2022).
In fact, in 2022, Cyber Monday generated more revenue than Black Friday in terms of online shopping in the U.S.. On Cyber Monday, consumers spent $11.3 billion online (Adobe, 2023a).
However, globally, Cyber Monday generated fewer online sales than Black Friday. On Cyber Monday 2022, global sales reached $46.2 billion, while Black Friday 2022 sales reached $65.3 billion (Salesforce, 2022).
Global Cyber Monday Stats
The data on Cyber Monday shopping patterns reveals a snapshot of consumer behavior in Brazil, Colombia, 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).
Although the stats here don’t cover all global markets, they highlight unique retail trends and consumer preferences in these regions, reflecting some of the broader enthusiasm around Cyber Monday sales.
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 Performance in Brazil
In Brazil, Cyber Monday 2022 reached a total sales revenue of R$737 million. Cyber Monday 2022 saw an 11.9% drop in orders compared to Cyber Monday 2021.
The products with the highest revenue were:
- Household appliances
- Fashion and accessories
(Gazz Connecta, 2022)
Cyber Monday Performance in Colombia
In Colombia, Cyber Monday 2022 reached Col$308 billion in sales revenue, an increase of 16% compared to 2021. This is based on transactions through electronic payments, where more than 1.3 million cards carried out nearly 1.7 million transactions (Semana, 2022).
Furthermore, e-commerce purchases on Cyber Monday 2022 increased by 20% in terms of billing and 9% in terms of transactions compared to 2021. However, in-person sales also increased by 14% in terms of billing compared to 2021.
In-person sales amounted to Col$207 billion (67%) (Semana, 2022).
Anticipated Shopping Trends in Germany
In Germany, 41% of consumers plan to shop on Black Friday or Cyber Monday 2023. The shoppers are slightly more likely to be male (55%) and between the ages of 18-34 years old (YouGov, 2023).
The majority of German Black Friday and Cyber Monday 2023 shoppers plan to shop for their bargains online on those two days (65%). Another 27% want to shop both online and offline, and only 8% said they wanted to shop in-store (YouGov, 2023).
German shoppers are looking to buy small electronics (ex., smartphones, and wearables), as well as clothing and shoes (each category with 23% of respondents saying they wish to purchase). Meanwhile, 22% said they want to buy electronics, and 15% said they want to buy video and computer games (YouGov, 2023).
Cyber Monday Stats on Marketing and Advertising
As Cyber Monday nears, marketing and advertising activity surges across online and traditional channels. The 2023 trends showcase a mix of how consumers find deals and how advertisers aim to grab their attention to boost sales.
This section delves into the various marketing and advertising strategies during Cyber Monday, shedding light on how shoppers discover deals, the effectiveness of different advertising platforms, and shifts in ad spending.
By examining these Cyber Monday statistics, a clearer picture of the marketing moves that amplify Cyber Monday sales is presented, providing a snapshot of the advertising landscape during this peak shopping period.
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 increases in November compared to October 2023 were:
- Snapchat (+97%)
- Pinterest (+67%)
- Reddit (+32%)
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.
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 the readiness of customers to make purchases for Black Friday and Cyber Monday 2023.
Cybersecurity and Online Shopping
The growing popularity of online shopping, especially during big sale events like Cyber Monday, brings cybersecurity into the spotlight for both buyers and sellers. The 2023 data shows mixed feelings among shoppers: while many are comfortable shopping online, a notable number still worry about cyber safety. These fears are backed by ongoing reports of online scams.
This section explores shoppers’ concerns, and their past run-ins with online scams and shares tips for safer online shopping. Through these Cyber Monday statistics, we aim to shed light on the online shopping risks and the critical need for following online safety guidelines.
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%)
Experiences with Online Scams
In 2023, a quarter of people reported having been targeted by a scam when shopping online. Of that quarter:
- 51% fell victim to an online shopping scam
- 31% to a phishing scam
- 27% to a postal delivery scam
- 25% to an overpayment/refund scam
- 23% to a gift card scam
- 22% to a charity scam
- 16% to a travel-related booking scam
- 12% to a pet scam
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%)
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.
- Make sure the website’s address starts with ‘https‘ for extra safety. 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 gifts. Remember, if it looks too good to be true, it probably is.
- Use a Virtual Private Network (VPN) 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 protection 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 continues to grow as a key date for e-commerce, breaking records in revenue and shopper numbers each year. The excitement for Cyber Monday 2023 is already showing, with surveys revealing a strong intent among consumers to shop online.
This section explores the various aspects shaping the future of Cyber Monday 2023 – the demographics of shoppers, their preferred retailers and categories, along retail trends like deeper discounts and Buy Now, Pay Later (BNPL) options.
The data provides a mix of consumer behavior, retailer readiness, and market trends, giving a glimpse into what to expect for Cyber Monday 2023.
Anticipated Cyber Monday Growth
In September 2023, 71% of survey respondents said that they would shop online on Black Friday and Cyber Monday 2023 (Adobe, 2023c).
In fact, another survey notes that 66% of survey respondents said that they will participate in Cyber Monday 2023 (Drive Research, 2023).
As a result, Cyber Monday 2023 is forecasted to experience a 6.1% YoY growth and reach $12.0 billion in revenue, surpassing the 2022 figures (Adobe, 2023c).
Demographics of Shoppers
A notable portion of planned Cyber Monday 2023 shoppers comes from high earners; 42% of those making over $200K annually plan to participate.
Meanwhile, 34% of planned shoppers earn between $100K and $199K, and 32% earn between $50K and $99K.
Preferred Retailers and Shopping Categories
For the U.S. consumers shopping online for Black Friday or Cyber Monday 2023, these are the top 10 online retailers they plan to purchase from:
- Amazon (88.3% of respondents)
- Target (55.1%)
- Walmart (51.1%)
- Kohl’s (32.8%)
- Best Buy (30.2%)
- Macy’s (26.4%)
- Old Navy (21.4%)
- Costco (20.7%)
- Sephora (19.7%)
- Dick’s Sporting Goods (16.7%)
(Drive Research, 2023)
Furthermore, U.S. online shoppers for Black Friday or Cyber Monday 2023 plan to purchase from the following top 10 categories:
- Clothing and accessories, like shirts, sweatshirts, coats, pants, shoes, purses, suitcases, etc. (78.9% of respondents)
- Electronics, such as TVs, gaming systems, cell phones, computers, video games, tablets, etc. (66.3%)
- Toys (44.1%)
- Health and beauty (44.1%)
- Household appliances (kitchen appliances, vacuums, washer/dryer units, etc. (36.0%)
- Books (31.8%)
- Pet items, such as food, toys, treats, bedding, etc. (29.1%)
- Interior home design, like interior design products, home/bathroom/bedroom accessories, etc. (26.1%)
- Arts and crafts (23.9%)
- Sport and leisure, such as skiing/snowboarding equipment, golf clubs, hunting/fishing equipment, biking, etc. (22.5%)
(Drive Research, 2023)
For the holiday season of 2023 (October – December), the strongest discounts are expected to reach new heights and peak strength starting from November 17 and spanning until Cyber Monday.
Discounts will fall as deep as 35%, according to forecasts (Adobe, 2023c).
The 2023 Cyber Monday’s deepest discounts are expected to reach the following levels, breaking records:
- Electronics: -30%
Buy Now, Pay Later (BNPL) Trends
In 2023, Cyber Monday is expected to bring in the most spent ever in a day online using buy now, pay later methods, at $782 million.
The second-largest day ever was Cyber Monday 2022, with $658 million (Adobe, 2023c).
Diving into this vast pool of Cyber Monday statistics reveals key consumer habits, retail tactics, and market shifts, paving a way to better navigate this major shopping event. For shoppers, it’s a guide to finding great deals, and for businesses, it’s a roadmap to boosting sales and connecting with customers.
The data highlights the growing trends in e-commerce, showing how marketing, technology, and shopper preferences come together, giving a clear view of the Cyber Monday scene.
This collection acts as a sturdy resource, shedding light on how to fully tap into Cyber Monday, whether you’re hunting for affordable buys or looking to up your retail game.