Cyber Monday took the prize for the top transaction day of Peak Week, with the top 50 retailers processing more than 14.5 million online transactions. By comparison, those same retailers processed 13 million transactions on Black Friday and 12.5 million on Thanksgiving. In total, the top 50 retailers processed 54.2 million online transactions between Thanksgiving and Cyber Monday. Lets break down the biggest Cyber Monday winners when it comes to retail traffic and transactions.
Amazon.com came out on top again on Cyber Monday, registering more than 8.6 million transactions making it the retail giant’s best day of peak week. By comparison, Amazon.com processed 5.6 million transactions on Thanksgiving Day and another 7.1 million on Black Friday. However, Amazon dominated Cyber Monday in ways we hadn’t seen in previous days; nearly 6 out of every 10 online transactions processed by the top 50 retailers were made on Amazon.com. (On Black Friday, Amazon accounted for 54.9% of transactions and on Thanksgiving 45.1%.) As a result, most other retailers lost share.
Second place Walmart, despite seeing share drop to 8.5%, processed 1.2 million online transactions, surpassing their Black Friday numbers, though Thanksgiving remained the top day for Walmart with 1.7 million transactions. Target also beat their Black Friday numbers as well as their Thanksgiving numbers. Apparel retailers like Old Navy, Victoria’s Secret, L.L. Bean and Zulily tended to do better on Cyber Monday than on Black Friday and Thanksgiving. Other retailers who saw their best single-day sales of the week on Cyber Monday included Shutterfly, Bath & Body Works, Dick’s, Bed, Bath & Beyond, Cabella’s and Ulta.
For other retailers, however, Cyber Monday was their lowest volume day. Department stores were especially likely to fall into this category with Kohl’s, Macy’s, Sears and JC Penney, who all had better days on Thanksgiving and Black Friday.
Most of the retailers with the top transactions were also those with the most visits on Cyber Monday. Interestingly, Apple ranked fourth in terms of overall visits on Cyber Monday, but 11th in terms of transactions, suggesting that shoppers were doing more research on Apple.com and buying Apple products elsewhere, like on Best Buy. Home Depot and Lowe’s also were in the top 10 for visits, but 12th and 25th , respectively, when it came to transactions, which may be an indication that consumers were underwhelmed with their Cyber Monday deals or just didn’t see enough new items that they hadn’t already picked up last week.
L.L. Bean won the conversion game on Cyber Monday, with 1 out of every 10 visits resulting in a purchase. That’s considerably better than the retailer had done on Thanksgiving and Black Friday when conversion rates were 5.5% and 8.3%, respectively. In general, conversion rates were higher among the top sites on Cyber Monday than on Thanksgiving and Black Friday, indicating that shoppers had done all the browsing they needed to do over the long weekend and it was time to get down to business.
Amazon Spotlight – Top Cyber Monday Products
On Cyber Monday, Amazon products dominated the list of top products sold on Amazon.com. Although total sales of the individual top products on Amazon were actually down on Cyber Monday, overall sales on Amazon were up. This tells us that there was a rush for some of the hottest Amazon products early on during the holiday weekend, it was followed by a cooling off as shoppers moved further down their holiday shopping list to a more diverse set of products. For example, Hitwise found that Amazon sold nearly 197,000 Fire TV sticks on Thanksgiving, another 163,000 Fire TV sticks on Black Friday and 154,000 on Cyber Monday.
Only four of the top 10 products sold on Amazon.com on Cyber Monday were not Amazon products. The top non-Amazon product was AncestryDNA’s DNA ancestry test kit, which registered of nearly 105,000 sales on Monday. Interestingly, AncestryDNA competitor 23andMe had a similar product that was on sale on Black Friday. Hitwise reported that 23andMe sold 65,000 of their DNA kits on Black Friday, only 62 percent of the number of transactions registered for AncestryDNA confirming our prediction that there was still a strong market for DNA decoding.
Two of the other non-Amazon products were also popular on Black Friday: the TP-Link smart plug and the Instant Pot begging the question: Who in America DOESN’T have an Instant Pot by now?
This data measures share of online transactions processed by the top 50 retailers on November 27th, 2017. If you’re interested in benchmarking transactions and conversions against your competitors, click here to learn more or request a demo.