Happy Cyber Monday! For those not yet aware, today is the biggest online shopping day of the year. While it’s often overshadowed by its big brother Black Friday, Cyber Monday has made a name for itself since its official inception in 2005. This is a day B2C marketers can’t afford to overlook. But how big is it, exactly? 
Big enough
Shop.org coined the term “Cyber Monday” in 2005 to refer to the significant spike in e-commerce spending that occurs following the Thanksgiving holiday weekend as consumers return to their computers at work. At the time, it was barely a top ten online spending day of the holiday season. However, through media coverage and efforts of online retailers to extensively embrace digital deals, Cyber Monday quickly shot up the rankings and has held the #1 position since 2010.
According to comScore, Cyber Monday online sales reached nearly $1.5 billion in 2012, up 17 percent from 2011. To put this in perspective, Black Friday’s online sales in 2012 were approximately $1 billion, as the large majority of spending ($59.1 billion) occurred in brick-and-mortar retail outlets. The chart below shows real time online sales for Black Friday and Cyber Monday in 2012.
What to expect in 2013
Toys and sporting goods brought in the highest revenues on Cyber Monday in 2012, followed by health and beauty, then home and auto. Last year’s five fastest growing product categories were digital content and subscriptions (up 28 percent), consumer electronics (up 24 percent), computer hardware (up 22 percent), video games and systems (up 18 percent), and jewelry and watches (up 17 percent). More online deals will be available to consumers this Cyber Monday than any previous year, so be on the lookout for deals in these categories.
According to Adobe, mobile shopping on Cyber Monday doubled from 2011 to 2012. Mobile spending accounted for 22 percent of total sales last year, so look for this number to grow again with the increased prevalence of tablets, smart phones, and retail websites optimized for mobile users. Behavioral changes from mobile savvy shoppers will likely lead to modifications of retailers’ promotional strategies online.
Last year social media was responsible for driving about 2 percent of total visits that led to purchases on Cyber Monday. While Facebook and Twitter conversion rates were flat from 2011 to 2012, Pinterest more than doubled in referral share. For Pinterest users out there, expect to see a big push from online retailers this year.
A study from IBM also found that consumers are starting to shop smarter on Cyber Monday as they continue to spend more on the whole. While the average order value dropped 6.6 percent to $185.12 in 2012, the average number of items per order increased 14 percent to 8.34 items. This is likely due to consumers taking advantage of promotions like free shipping and product bundling.
A case of the Cyber Mondays
This Cyber Monday is a historic day for the online retail industry, with many previous records likely to be broken. Whether you’re at work or at home, on a desktop or a smartphone, or even a first-time Cyber Monday participant, there’s likely to be some deals out there for you to snag.
What will you buy on Cyber Monday?
Image credit: pfsweb.com, LocalGirlLeather.com
via Business 2 Community http://www.business2community.com/social-media/cyber-monday-2013-social-media-marketers-can-expect-0700295?utm_source=rss&utm_medium=rss&utm_campaign=cyber-monday-2013-social-media-marketers-can-expect
Aucun commentaire:
Enregistrer un commentaire