This Cyber Monday was the biggest online shopping day, ever

Online frenzy for Lego, iPads, and Playstations saw $3.39bn spent, while shoppers using iOS devices outspent Android users.
Written by Steve Ranger, Global News Director

Lego was a top-selling toy this Cyber Monday.

Image: Getty Images/iStockphoto

Cyber Monday is likely to have been the biggest online shopping day in history, according to an analysis of visits to US retail websites.

Online spending in the US yesterday hit a new record with $3.39bn spent online, a 10.2 percent increase year-over-year -- ahead even of Black Friday, when $3.34bn was spent.

Cyber Monday is expected to generate slightly less mobile revenue than Black Friday at $1.19bn, but that's still a 48 percent increase on last year, according to the analysis by Adobe.

Consumers have spent a total of $39.9bn online so far this month, it said, up 7.4 percent on last November, with 27 out of 28 days seeing online sales of over $1bn.

The five best-selling toys in terms of quantity sold on Cyber Monday were Lego, Shopkins, Nerf, Barbie, and Little Live Pets. The five best-selling electronic products were Sony PlayStation 4, Microsoft Xbox, Samsung 4K TVs, Apple iPads, and Amazon Fire tablets, the company said.

But while mobile continues to drive the majority of visits to retail websites on Cyber Monday at 53 percent (44 percent coming from smartphones, nine percent from tablets), it only accounts for 35 percent of sales (25 percent from smartphones, 10 percent from tablets). The average order value on iOS smartphones ($139) was slightly higher compared to Android smartphones ($124).

Black Friday was the first day in retail history to drive more than $1bn in mobile revenue, with the final figure at $1.2 billion, a 33 percent growth year-on-year.

Adobe's calculations are based on data from 23 billion visits to retail websites: the company measures 80 percent of all online transactions from the top 100 US retailers, and said that three quarters of spending online with the top 500 US retailers goes through its Adobe Marketing Cloud.

"Cyber Monday is on track to be the biggest online shopping day ever, surpassing our forecast by almost $27m or 0.8 percent," said Tamara Gaffney, principal analyst at Adobe Digital Insights. But she said prices for consumers will now start to rise, as retailers shift their offers to quick shipping deals and the option to 'click and collect' in store.

Adobe said thehighest price drops were seen for televisions (average discount of 21.5 percent), tablets (21.3 percent), toys (16.2 percent) and pet care (12 percent). Video game consoles actually saw a slight increase in price since Thanksgiving and Black Friday (0.5 percent).

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