Cyber Monday was the single largest shopping day in U.S. history,” said John Copeland, head of Marketing and Customer Insights at Adobe. For comparison’s sake, Black Friday recorded 6.22 billion dollars in sales, while the Thanks Giving Day recorded sales of over $3.7 billion. Consumer confidence showed as they shelled out a record $7.9 billion online. This number is a 19.3 percent increase from 2017, according to Adobe Analytics.
Omnichannel Increased Sales
Low levels of employment in the U.S fueled the increase in spending, allowing consumers the ability to spend far more than previous years. But, a stronger omnichannel approach between brick-and-mortar and e-commerce has made the 2018 holiday season record-breaking.
The predictions that business would be booming prompted brands to improve their mobile app experiences. Retailers such as Macy’s and Target, saw the value of omnichannel and utilized it as a means of getting customers shopping online but also in stores. Walmart saw the opportunity and added store maps to its mobile app. You can now jump on the app and route yourself to the desired item within the physical store.
Integration of BOPIS Services
Also, many retailers sought to integrate e-commerce and brick-and-mortar operations by adding buy online, pick up in store (BOPIS) services. BOPIS services enable a consumer to place an order through an online medium and later arrive at a store to pick up the items. This service was a Godsend for consumers who wanted to deals but weren’t too keen on the “thrill of the hunt” that weekend.
Meanwhile, data shows that consumers are becoming more comfortable making purchases on their phones – about $2.2 billion worth of online sales were made on mobile devices during the 2018 Cyber Monday. This statistic represents a 55.6 percent rise from Cyber Monday figures from last year.
“Sales coming from smartphones hit an all-time high of $2 billion, and we saw a significant spike in the Buy Online, Pickup In-Store trend,” reported The Associated Press.