Black Friday is the head start of every single holiday shopping season, and the year 2019 has seen several changes in the shopping pattern of US consumers. Black Friday and Cyber Monday have always been the preferred shopping days of consumers for decades, and some e-commerce retailers tend to operate the whole year mainly for the revenue they’d be able to generate on these two shopping days.
The extravagant shopping experience that consumers could experience from Black Friday through Thanksgiving to Cyber Monday is exceptional, and more than 15% of the revenue of some of the leading e-commerce retailers come on these days.
Let us give you some key stats for this holiday season. The sales figures are always on the rise, and even new stats are coming in, so some of them might even amuse you.
TABLE OF CONTENTS
► This cyber holiday week saw a mobile-driven traffic surge of 73% compared to previous years.
► Smartphone-based shopping orders account for about 55%.
► Digital revenue worldwide saw a rise of 15%, whereas US revenue figures saw a hike of 13%.
► Around 68% of shoppers consider retail emails seriously during the cyber week.
► Online based purchases rose by 14% on Black Friday.
► 78% of online retailers offered free shipping on Black Friday.
► AI shopping product recommendations have improved sales by about 9%.
Black Friday & Cyber Monday sales outpace in-store retail sales.
1. Black Friday online sales figure rose to more than $7 billion. (Source: Reuters)
Black Friday online sales this year not only rose to a new level but did dent the in-store sales figures as well. Online shopping figures have increased over the years, and this trend has remained unchanged even in 2019.
2. Cyber Monday sales figure rose to an all-time high. (Source: Adobe Analytics)
The year 2019 has seen a rise of 19.7% in the total sales on Cyber Monday, which accounts for $9.4 billion.
Number of shoppers on Black Friday outshine those on Cyber Monday.
1. Black Friday is the busiest day (Source: Reuters and National Retail Foundation)
Friday shoppers have outpaced Monday shoppers this year for the very first time. Black Friday saw estimated online consumers of 93.2 million, whereas Cyber Monday saw only 83.3 million shoppers.
2. Black Friday and Cyber Monday weekend stats. (Source: Salesforce)
As per reports, Cyber Monday sales statistics account for about 25% of the entire sales that have occurred during the Black Friday and Cyber Monday shopping weekend. Year over year, revenue rose by about 12% worldwide and by 15% in the US. Mobile-based purchases are increasing every single year, and this year saw a 41% rise in the social referred smartphone purchase decisions.
3. Small Business Saturday (Source: Salesforce)
US shoppers were found to spend about $19.6 billion on Small Business Saturday alone. This steep sales figure is because of the 18% increase in sales over 2018. Mobile-based sales revenue saw a hike of 45%. Year on year, mobile sales revenue saw a 22% rise than the previous year.
4. AI-based sales stats (Source: Salesforce)
The AI-based shopping experience is a new trend, and we are certainly sure that this particular sales trend will see an uprise now and in the years to come. AI product recommendations have increased shopping orders by almost 9%. The number of items in a shopper’s cart has also been increased by 12% throughout the cyber weekend, thanks to the AI product recommendations.
5. Customer Service stats (Source: Salesforce)
Customer support requests and interactions through phone, chats, customer support center, and so on saw a steady rise of 77% on Black Friday and 52% on Cyber Monday. This considerable rise in customer support for the year 2019 shows that buyers are more concerned about clearing all their doubts before completing their purchase.
Black Friday Stats 2019
1. Black Friday seems to be an online shopping day (Source: Reuters)
More and more in-store retailers have started opening their doors on Thanksgiving evening, thus slowing down the retail store sales on Black Friday. This has led to a considerable rise in Black Friday online sales, thus making it a day for exclusive online sales. Black Friday statistics say it all, with significant growth of 19.6%, with overall sales reaching more than $7.4 billion sales online alone.
2. Black Friday is no-store visit day in 2019 (Source: Reuters)
Black Friday statistics show that in-store retail shopping has reduced by 6.2% compared to the previous year, 2018.
3. Mobile shopping extravaganza (Source: Salesforce)
Mobile-based online shopping, especially on Black Friday, has seen a rise of 35% compared to the previous year. As per data, around 65% of shopping made on Black Friday was through smartphones. (Source: Salesforce)
The traffic share of smartphone users accounts for about 73%, which is a sizable figure considering the market sales rise this year.
4. Smartphone Sales Figure (Source: Abode Analytics)
Black Friday has always been that time of the year when people start to buy new smartphones, thanks to the hefty discounts and offers thrown in by all the leading smartphone manufactures. The total smartphone sales figure came around $2.9 billion, which is a substantial hike of 21% compared to 2018.
5. BOPIS stats on Black Friday (Source: Adobe Analytics)
Buy online pick up in-store (BOPIS) is the trend these days, and the numbers say it all. BOPIS sales figures were 64% higher than nonBOPIS sales.
6. Year to Year sales (Source: CNBC)
Brick and motor store sales drop by about 6% compared to 2018, whereas online sales revenue grew by 14% than the previous year.
7. Region-specific sales (Source: Adobe Analytics)
This holiday season has experienced some bad weather in several parts of the US, but this has not stopped shoppers from making a purchase. In the US alone, states that received 2 inches of snow this season placed more orders, by around 7%, compared to other states. We know that this interesting statistic might amuse most of you as we do. Oklahoma, New Jersey, and Connecticut recorded the highest sales figures on Black Friday.
8. Discounts (Source: Salesforce)
The year 2019 did not witness any significant change concerning the deals offered by merchants. Year to year, Black Friday deals have remained the same, with discounts and offers reduced by almost 28% in the year 2019, according to Black Friday statistics. Free shipping is quite the norm this year, with around 78% of merchants online offering free shipping countrywide.
(Source: Adobe Analytics)
Black Friday was the best shopping day for those who were looking to purchase appliances and sports products. Home appliances were offered a 9% discount, and all sports goods were provided at a 6% discount.
9. Email and SMS based discounts (Source: Salesforce)
Email-based sales, compared to 2018, saw a hike of 20%, whereas SMS based sales saw a steep rise of 148% compared to the previous year.
10. Device-specific conversion rate (Source: Salesforce)
The conversion rate concerning the device used by shoppers has seen different figures. The desktop shopping conversion rate was 4.8%, smartphone 2.3%, and tablet is 3.6%.
Cyber Monday Stats 2019
1. Total sales (Source: Adobe Analytics)
As per Cyber Monday sales statistics, the sale day recorded a full sales figure of $9.4 billion, which is about 19.7% higher than the sales figure achieved in 2018. This is a record in terms of all the Cyber Monday sales in history. Another interesting fact on Cyber Monday sales is that around 30% ($2.9 billion) of the total sales came after 10 PM.
2. Amazon Cyber Monday sales (Source: CNBC)
Amazon has not revealed the exact figures on their sales this Monday but has mentioned that the number is higher than any other sales figure achieved on Monday in their history, which is a remarkable feat achieved on Cyber Monday.
3. Shopify online sales (Source: Shopify)
Shopify has given an official statement that their sales on Cyber Monday have reached $1.5 billion this year, which is considerably higher than the sales, which was achieved in 2018 on the entire Thanksgiving weekend. Along with that, around 69% of the sales have come from mobile shoppers.
4. Smartphone-based purchases (Source: Adobe Analytics)
Of the total sales achieved on Cyber Monday in 2019, about $3.1 billion were from purchases made using a smartphone, reveal Cyber Monday sales statistics. This number is 46% higher than the similar stat achieved in 2018. Traffic share of visitors is found to be 54% on Cyber Monday.
5. BOPIS stats on Cyber Monday (Source: Adobe Analytics)
This particular trend of shopping is on the rise, mainly due to the fact that shoppers don’t like waiting for their orders to arrive at their doorstep. BOPIS lets them buy online and pick up in-store, which is excellent, so this buying pattern has seen a surge of 43% than in 2018. Retailers who provide BOPIS purchase options outperformed their non-BOPIS competitors by 45%.
6. Top Sellers(Source: Adobe Analytics)
Retailers always want to be a part of the top sellers list, especially during the holiday season. Being in this list makes the sellers accomplish their status quo in the industry. Some of the top sellers on Cyber Monday this year include Nintendo Switch, Fire TV, Frozen 2 Toys, Air Pods, NERF products, Star Wars Jedi game, and Madden NFL 20 game.
7. Top Brands and Retailers (Source: Salesforce)
Every year brands and retailers thrive to achieve the top step to be the best sellers in the minds of shoppers. For the year 2019, the top brands are Apple, PlayStation, Xbox, Nintendo, and Google. The best five retailers of this year are Amazon, Walmart, Target, Best Buy, and Costco.
8. Industry sales surge figures (Source: Adobe Analytics)
Big box retailers (those with annual revenue of $1 billion and more) had a sales surge of 540% compared to any other ordinary day. In contrast, smaller retailers (annual revenue of less than $50 million) saw a rise of 337%. Both of these numbers suggest that both large and small scale retailers have performed well this holiday season.
9. Discounts (Source: Digital Commerce 360)
Of all the top 50 online merchants, 46 of those retailers have offered attractive discounts on 2019 Cyber Monday.
(Source: Adobe Analytics)
Of all the Cyber Monday shopping seasons, this year seems to be the year of discounts, with retailers choosing Monday to offer luring discounts to boost up their sales figures this holiday season. On average, shoppers could save about 19% across all the different products on offer.
10. Device-specific conversion rates (Source: Salesforce)
In terms of the conversion rate of shoppers across different devices used to make the purchase, the desktop conversion rate is 7.6%, smartphone is 3.2%, and the tablet is 5.5%.
11. Product pricing and buying pattern (Source: Adobe Analytics)
For the year 2019, it is found that buyers are more into buying expensive products compared to previous years. The total value of the shopping cart of customers was found to be 6% higher in price compared to 2018.
E-Commerce Sales Stats
1. Email discounts (Source: National Retail Federation)
Considering the shopping patterns of 2018 and 2019, around 39% of shoppers seem to check their email for deals, promotions, and discounts offered by retailers.
2. Smartphone shopping (Source: National Retail Foundation)
Based on 2019 shopping patterns, it is found that 75% of shoppers use their smartphones to search their desired products, compare them across different parameters, and then make the purchase.
3. Buy online and pick up in-store
(Source: National Retail Foundation)
This is one of the growing trends in the past couple of years. Several retailers have started implementing this pattern to improve their in-store sales figures. Around 20% of the online shoppers tend to make a purchase decision instantly because of the ‘buy online and pick up in-store’ purchase option.
4. User-friendly UI or app (Source: National Retail Foundation)
Amongst all the shoppers on Black Friday and Cyber Monday, 21% of shoppers were found to make their buying decision predominantly because of a simple web UI or app.
5. Average spending figure (Source: Reuters)
Over the weekend of Black Friday, Thanksgiving, and Cyber Monday, on average, a shopper is found to spend around $362.
6. Purchase completion rate (Source: National Retail Foundation)
Compared to 2018, which saw a 44% purchase completion rate, in 2019, the figure rose to 52%.
7. Drivers of sales (Source: Adobe Analytics)
Sales are driven every year by certain key components, and as far as 2019 is concerned, paid search was the number one driver of sales revenue, with a percentile of 24.4% of the whole cyber weekend revenue. This figure is a hike of 5.2% year over year. Direct traffic sales account to about 21.2%, a dip of 0.6%.
Natural search also saw a dip of 5.9% year over year and was at 18.8% this year. Email-based sales were also one of the leading sales-driving platforms at 16.8%, which is 8.9% higher year over year. Social media does not drive sales much, but it does generate visits, which is also a key driver of sales.
The year 2019 has seen a rise in the number of online shoppers on Black Friday over Cyber Monday for the very first time in history. Smartphone-based purchases and buying traffic were at peak this season. Email-based retail messages were considered seriously by shoppers more than ever.
AI product sales recommendations also saw a rise as expected. BOPIS sale seems to be the trendsetter for the year 2019, and shoppers have considered this to be their number one option even over free shipping. Despite growing concerns about the recession, trade wars, and other economic slowdown factors, shoppers have found confidence in making the right purchase decision.