Adobe: Consumers spent $10.7 billion on Cyber Monday, $109.8 billion so far this holiday season

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Adobe today released the final online shopping figures for Cyber Monday and Cyber Week 2021. As part of the Adobe Digital Economy Index, Adobe provides a comprehensive view into U.S. e-commerce by analyzing direct consumer transactions online. Based on Adobe Analytics data, the analysis covers over one trillion visits to U.S. retail sites, 100 million SKUs, and 18 product categories — more than any other technology company or research organization.

Consumers spent a total of $10.7B on Cyber Monday, which is down 1.4 percent YoY. Although it is about $100 million shy of what shoppers spent last year ($10.8B), it still remains the biggest online shopping day of the year. In the peak hour (11pm-12am ET / 8pm-9pm PT on the west coast), consumers spent $12 million every minute.

Cyber Week (from Thanksgiving Day through Cyber Monday) has now driven a total of $33.9B in online spend, down 1.4 percent YoY, as Black Friday dipped 1.3 percent YoY at $8.9B vs $9B (2020) and Thanksgiving Day stayed flat at $5.1B.

“With early deals in October, consumers were not waiting around for discounts on big shopping days like Cyber Monday and Black Friday,” said Taylor Schreiner, director, Adobe Digital Insights. “This was further fueled by growing awareness of supply chain challenges and product availability. It spread out e-commerce spending across the months of October and November, putting us on track for a season that still will break online shopping records.”

So far this season (Nov. 1 to Nov. 29), consumers have already spent $109.8B online, growing significantly at 11.9 percent over last year. It means that 22 days have now exceeded $3B in online spend, a new milestone. In 2020, only 9 days topped $3B at this point. The season has smoothed out considerably, with e-commerce becoming a more ubiquitous daily activity. Adobe expects the full season (Nov. 1 to Dec. 31) to hit $207B at 10 percent YoY growth — a new record.

On Cyber Monday, online spend was driven by categories including toys (sales up by nearly 11x pre-season levels in Sept. 2021), gift cards (up by 7x), books (up by 7x), video games (up by 6x), and baby/toddler products (up by 6x). In the appliance category (up by 5.6x overall) microwave ovens and small kitchen appliances topped the list (up by 9.6x and 7.1x, respectively).

Additional Insights from the Adobe Digital Economy Index: