U.S. Cyber Five Leaderboard: Cyber Monday Beats Black Friday; Mobile Orders Hit New High

November 28, 2017

In the U.S., Thanksgiving marks the official kickoff of the holiday selling season, and this year was no disappointment. At ChannelAdvisor, our customers sold $300 million worth of goods using our platform between Thanksgiving and Cyber Monday, a new “Cyber 5” record for us, along with a year/year growth rate that accelerated compared to the same period last year. Cyber Monday alone drove close to $100m in a single day and well over a million orders! Not surprisingly, we saw particular strength on Amazon as well Google Shopping.

Continuing a trend from the last few years, the consumer is mobile first now more than ever. As the chart below highlights, we saw traffic and orders from mobile devices climb to 81% and 58% on certain channels where the data are available to us, respectively, on Thanksgiving Day, aka “National Collapse on the Couch and Shop from Your Phone Day.” Although mobile conversion still lags desktop, the sheer volume of mobile usage confirms what we’ve been saying for years — you have to design your experience for mobile first, and desktop second.

Thanksgiving Day Mobile Trends 2017
We still saw Cyber Monday outpace Black Friday by about 25% as measured by GMV (gross merchandise value) through our platform. So, as much as we’ve seen shopping activity pulled forward over the years, Cyber Monday still ruled (in the U.S., at least)! We’re now in the full holiday shopping sprint with a few weeks to go. It’s going to be interesting to see how these trends evolve as procrastinators (like me) get going!