With nearly $6.6 billion in total sales, this year’s Cyber Monday looks like it may have been the largest online shopping day in history. Sales were up almost 17 percent over last year, according to Adobe data. To get a deeper look at Black Friday and Cyber Monday, analysts are turning to Jumpshot’s data to get a sense of consumer behavior in the flurry of post-Thanksgiving spending.

Increasing Dominance for Amazon

One major headline is that Amazon won purchases from more than 60 percent of those consumers who bought online during Black Friday and Cyber Monday. Their share of purchases was strongest on Cyber Monday, when 62 percent of mobile shoppers and 60% of desktop shoppers bought on the site. This isn’t too surprising, given the fact that Amazon dominates this share of purchases stat the rest of the year in even larger numbers. But it’s share of Black Friday/Cyber Monday buying is up year-over-year, increasing 2 points on Friday, and 3 points on Monday. Laurie Sullivan broke down these trends down a bit more in her article on MediaPost.

Though volumes were up all over the web, Ebay and Jet, both looking to chip away at Amazon dominance, failed to make an impact in terms of conversion rates. Their desktop conversion rates either stayed flat YOY (Ebay) or decreased significantly (Jet) on Black Friday.

YOY Change in Desktop Conversion Rates
Date amazon.com ebay.com etsy.com jet.com overstock.com
Pre-black friday 8% 1% 12% -11% 7%
Black friday 8% 1% 7% -36% 7%
Saturday 8% -3% 10% -14% -4%
Sunday 7% -4% 18% -29% -16%

 

Conversion Rates Strong Into the Weekend Between Black Friday and Cyber Monday

Working with Internet Retailer, we covered a bit more depth about winners and losers in conversion during the kickoff of holiday shopping. One fascinating detail is that, though overall volumes don’t match the Friday and Monday peaks, conversion rates stay elevated above average on the Saturday and Sunday for many retailers.

As April Berthene writes:

Many retailers continued to have higher-than-average conversion rates on the Saturday and Sunday following Thanksgiving, compared with their average conversion rates prior to Black Friday. In fact several retailers had their holiday weekend-high desktop conversion rate on Saturday, including Amazon.com (18.9%), eBay.com (9.9%), Etsy.com (7.8%), Macys.com (13.0%) and Nordstrom.com (10.0%).

Our full list of 21 retailers performance narrates this story. The two peaks are clear, but marketers shouldn’t neglect customers over the weekend, when plenty are ready to purchase.

  Pre Black Friday Black Friday Saturday Sunday Cyber Monday
amazon.com 16.0% 18.3% 18.9% 15.0% 18.7%
gap.com 9.5% 18.5% 23.7% 12.2% 15.3%
ebay.com 9.3% 8.9% 9.9% 8.8% 9.6%
kohls.com 7.6% 15.2% 13.7% 11.4% 11.0%
jcpenney.com 6.3% 11.6% 13.7% 9.3% 10.0%
walmart.com 5.5% 9.2% 8.6% 5.8% 7.8%
costco.com 5.4% 7.2% 6.8% 5.6% 5.8%
bedbathandbeyond.com 5.1% 8.5% 8.6% 6.8% 7.5%
etsy.com 4.9% 6.9% 7.8% 6.9% 7.4%
macys.com 4.9% 11.3% 13.0% 8.5% 8.2%
samsclub.com 4.9% 7.1% 5.8% 4.7% 6.5%
nordstrom.com 4.8% 8.4% 10.0% 6.0% 6.9%
newegg.com 3.9% 8.2% 9.0% 5.2% 6.1%
jet.com 3.9% 4.3% 4.3% 3.1% 4.2%
overstock.com 3.4% 4.6% 5.5% 3.1% 4.6%
nike.com 3.1% 1.4% 1.8% 1.4% 1.4%
target.com 2.9% 8.2% 7.0% 4.3% 8.2%
sears.com 2.9% 6.4% 6.2% 4.4% 4.3%
wayfair.com 2.8% 4.3% 5.5% 3.2% 4.2%
homedepot.com 2.7% 4.6% 4.3% 3.5% 3.9%
bestbuy.com 2.7% 9.2% 6.8% 3.2% 5.5%

Photo byLance Anderson