174 million USA consumers showed up to shop over the five days from Thanksgiving to Cyber Monday, 10 million more than was anticipated. Multichannel shoppers spent $82 more on average than the online-only shopper, NRF noted, and $49 more on average than the in-store shopper.
Average spending per person over the five-day period was $335.47, with $250.78 - 75 percent - specifically going toward gifts. The NRF, whose overall production sales data is strictly observed every year, is scheduled to release Black Friday, Thanksgiving and Cyber Monday sales numbers on Tuesday.
On this Cyber Monday, shoppers in the US are expected to spend billions of dollars online. "People increasingly know where to find the best deals and what they want to purchase, which results in less price matching behavior typically done on desktops".
Adobe found the holiday shopping season so far (November 1 to 27) drove a total of $50 billion in online revenue, a 16.8 percent increase.
Early Black Friday results suggest a comparable performance.
Cyber Monday, which has traditionally been an online-only 24-hour sale, is expected to have seen 21.5 million people buying discounted goods.
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Top retail promotion drivers: Search drove the majority of online sales on Cyber Monday at 41.7 percent (paid search at 22.9 percent, organic search at 18.8 percent). That doesn't mean more money was spent online.
For the rest of the season, 13 days are projected to exceed $2 billion in online sales bringing the total to 18 $2 billion days this holiday season, over double the number from a year ago. For the first time in the U.S., Cyber Monday mobile revenue has broken the $2 billion barrier, according to Adobe Digital Insights.
Analysis from other research firms showed traffic to stores falling over the holiday, though the decline was not as steep as some predicted. And while a strong Black Friday weekend is never perfectly correlated with how a holiday season goes, Shay added that "We are certainly encouraged that we are starting off from a position of strength".
Obviously there's a lot of buzz around online traffic, said Jill Standish, head of the retail practice at consulting firm Accenture.
More than 64 million consumers shopped both online or in stores over the Thanksgiving weekend period, even as about 58 million shopped online only and about 51 million shopped in stores only.
And the number of Australian retailers getting in on the action is only set to grow.
December ExpectationsFollowing Black Friday and Cyber Week, retailers still have plenty of opportunity to reach shoppers before Christmas, and most opportunity lies in driving sales to their brick-and-mortar locations.