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Cyber Monday sales estimated to be a record $9.2 billion

But an industry report shows that retailers had to offer better deals to achieve it

Photo (c) simpson33 - Getty Images
Shoppers flocked to the internet Monday to snap up Cyber Monday deals, spending an estimated $9.2 billion, a new record.

Adobe Analytics, which tracks both in-store and online spending, reports sales increased more than 16 percent over 2018 as shoppers bought toys, TVs, and video games.

Despite those impressive numbers, sales fell slightly short of what retailers were hoping for; but they didn’t miss by much. To get close to the record, Adobe said retailers had to offer consumers better deals than in the past.

“Retailers unlocked sales earlier to combat a shorter shopping season while continuing to drive up promotion of the big branded days including Black Friday and Cyber Monday,” said John Copeland, head of Marketing and Consumer Insights at Adobe. “Consumers capitalized on deals and ramped up spending, especially on smartphones, where activity increased on days when shoppers were snowed or rained in.”

More consumers order with their phone

In fact, the number of purchases made on smartphones continued to rise this year, though most orders were still placed from desktop computers. The Adobe report shows that 36 percent of Cyber Monday purchases were made on smartphones, compared to 59 percent on PCs.

The top items closely mirrored the other designated holiday shopping days. Best-sellers include NERF products, Nintendo Switch consoles, Frozen 2 toys, LOL Surprise Dollars, Samsung TVs, the Jedi Fallen Order video game, and Fire TVs. Among kitchen appliances, air fryers topped the list.

Amazonreports that Cyber Monday was the single-biggest shopping day in the company’s history, shattering last year’s record.

Consumers didn’t wait for Cyber Monday to start buying online. A report from ShopperTrak shows Black Friday sales at brick-and-mortar outlets fell more than 6 percent as more sales moved online. Nasty weather in the Northeast contributed to that trend.

But that didn’t hurt overall sales, as consumers simply did more shopping online on Thanksgiving, Black Friday, and Small Business Saturday. Consumers spent a record $7.4 billion on Black Friday alone.

Consumers’ decreasing tolerance for standing in lines was further reflected in the 43 percent increase in buy-online-pickup-in-store (BOPIS) orders. Adobe said the increase in these sales suggested that many retailers are “successfully bridging online and offline retail operations.”

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