Cyber Monday 2024 saw record-breaking holiday spending of $13.3 billion, a 7.7% year-over-year increase from 2023.
2024 Cyber Monday Statistics & Results
This article is part of a larger series on Retail Management.
Known as the ecommerce counterpart to Black Friday, 2024’s Cyber Monday saw tremendous success and growth. Below, I share notable Cyber Monday statistics, covering everything from trends to sales numbers and fun facts. But before I delve in, here is a look at some of the key takeaways from 2024’s Cyber Monday numbers.
Key Takeaways:
- Cyber Monday remains the biggest online spending day of all time: Beating out 2023 for the spot by nearly 7.3%, Cyber Monday 2024 saw the highest single-day ecommerce sales of all time.
- Mobile drove traffic and sales: Mobile drove 74% of traffic to sites, accounting for 57% of Cyber Monday’s total sales ($7.6 billion).
- Customer financing surged: BNPL usage hit an all-time high, registering a spend of $991.2 million (5.5% YoY).
- Shoppers heavily used AI: Site traffic generated from generative AI chatbot interactions increased by 1,950% compared with 2023.
Cyber Monday Sales Numbers
First, let’s take a big-picture approach and see how Cyber Monday did this year based on its sales numbers.
1. Cyber Monday 2024 was the biggest ecommerce shopping day of all time
Cyber Monday is typically the biggest ecommerce shopping day of the year, but in 2023, Cyber Monday took on a new title: the biggest online shopping day of all time. Now, Adobe Analytics data reports that Cyber Monday 2024 outperformed Cyber Monday 2023, making it the biggest online shopping day of all time.
2. Americans spent $13.3 billion on Cyber Monday
According to Adobe Analytics data, Americans spent a total of $13.3 billion on Cyber Monday in 2024, making it the biggest Cyber Monday to date.
3. Cyber Monday spending increased by 7.3% YoY
Per the same report from Adobe Analytics, Cyber Monday sales grew 7.3% year-over-year (YoY), slightly down from 2023 Cyber Monday’s 9.6% YoY sales growth from 2022.
4. Cyber Monday 2024 surpassed initial projections by $100 million
An expert analysis from Adobe before Cyber Monday anticipated that 2024’s Cyber Monday would hit $13.2 billion in sales, up 6.1% YoY. This initial prediction was close to the actual spending report.
5. Sales peaked between 8 p.m. and 10 p.m., where $15.8 million was spent every minute
At Cyber Monday’s peak hours of 8 p.m. to 10 p.m., consumers spent $15.8 million every minute, slightly higher than the $15.7 million sales per minute recorded in 2023, according to Adobe Analytics.
6. The average order value (AOV) for Cyber Monday was $124
According to Salesforce data, Cyber Monday carts had a $124 AOV and an average of 3.5 items sold per transaction throughout Cyber Week. Cart size was slightly down compared with 2023 (-2%), which can be traced to continued inflation.
Square released data from Block’s ecosystem of ecommerce tools and reported that shoppers doubled down on digital channels with online cart sizes 2x larger than in-person carts.
7. Mobile sales reached $7.6 billion
Adobes reports that Mobile shopping accounted for more than half (57%) of Cyber Monday’s total sales—$7.6 billion spent from mobile devices, which is $1.5 billion more than shoppers spent online all of Thanksgiving day. This represents a 13.3% YoY increase from last year. In 2019, only 33% of Cyber Monday online sales came through a mobile device.
8. More than 67,000 merchants had their highest-selling day ever on Shopify
Shopify released its BFCM report and reported that Shopify merchants (more than 67,000) had their highest-selling day during the Black Friday weekend.
9. 60% of Amazon sales came from independent sellers
Amazon sellers also had record-breaking sales. Amazon reports that 60% of its sales from the Black Friday Week and Cyber Week holiday shopping events were from independent sellers, mostly small to midsize retailers. Popular examples are JLab, Blissy, Luxe Weavers, and The Woobles.
Cyber Monday Trends: Consumer Behaviors
Consumers were all for checking out from their mobile devices, using Buy Now, Pay Later (BNPL) to check out more items, big online carts, and midmorning browsing. Let’s take a look at those and other consumer behaviors from this year’s Cyber Monday.
10. Shoppers browsed and shopped from their mobile devices.
Mobile reigns supreme during Cyber Monday as more consumers have become comfortable shopping from their phones. According to Salesforce data, 74% of traffic came from mobile on Cyber Monday, with 57% of online sales recorded from mobile devices.
11. Consumers used BNPL to stretch their budgets and increase cart sizes
BNPL usage hit an all-time high on Cyber Monday, registering a spend of $991.2 million, representing a 5.5% YoY, as more consumers looked for greater flexibility in managing their holiday budgets, Adobe reported. Moreover, 75.2% of BNPL transactions happened on mobile.
Did You Know? A recent PYMNTS study shows that two-thirds of consumers plan on using BNPL for their gifting this holiday season—whether for others or themselves. Offer BNPL with our guide to how to offer customer financing and our breakdown of the BNPL apps for small businesses.
12. Millennials were the top spenders for BNPL transactions
Square reports that Afterpay (a BNPL provider) transactions increased 10% YoY, and Millennials drove Afterpay usage at 44%, followed by Gen Z at 26% and Gen X at 24%.
13. Consumers embraced generative AI
Generative AI-powered chatbots drove traffic to retail websites by letting shoppers click on a link from their message interactions, and traffic generated from these interactions increased by 1,950% compared with 2023. Salesforce validated this Adobe finding, recording a 46% increase in chatbot session usage from shoppers on Cyber Monday.
14. BOPIS usage was down by 2% YoY
Buy online, pick up in-store (BOPIS) usage continued to decline YoY, as only 19% chose to use click-and-collect compared with 21% last year. BOPIS usage also fell 2.1% YoY in 2023 compared with 2022.
15. Standard shipping dominated as consumers sought free or affordable fulfillment
Like last year, according to Salesforce, 81% of online orders opted for standard shipping as shoppers sought affordable fulfillment options.
16. 5% of Cyber Monday purchases were returned
Salesforce recorded a 5% return rate on Cyber Monday orders this year, compared with 4% in 2023. This figure was higher than all the shopping days in Cyber Week but lower than Thanksgiving day shopping returns (6%).
17. Consumers turned to influencers for purchasing decisions
Revenue share driven by social media influencers came in at 20.3% on Cyber Monday, a 6% YoY increase. Adobe’s data showed that shoppers are converted into making purchases after seeing influencer content six times more than social media overall.
Cyber Monday Stats on Top-sellers
Here, we will look at what people were buying this Cyber Monday and insights into why certain products soared.
18. Cyber Monday’s top sellers included toys, games, electronics, and TVs
According to findings from Adobe Analytics, the top sellers this Cyber Monday were Bluetooth headphones, stuffed animals, TVs, computers and laptops, and the Mario Kart 8 Deluxe game.
19. Amazon’s Cyber Monday best-selling categories were electronics, toys, and beauty
Amazon Cyber Monday bestsellers include Echo and Fire TV devices, including the newest models of Echo Dot and Fire TV Stick 4K. In the US, the best-selling product categories were electronics, toys, and beauty. Popular items include Beats headphones and earbuds, Samsung TVs, Barbie, Play-Doh, Shark vacuums and air purifiers, and Medicube beauty devices and skincare.
20. Toys were the top-selling product category
Adobe reports that toy online sales grew 680% compared with an average day in October 2024. Other in-demand categories included personal care (online sales up 530%), jewelry (up 478%), appliances (up 464%), electronics (up 452%), and apparel (up 392%).
Some examples of best-selling toys include Elf on the Shelf dolls, Harry Potter Toys and figurines, card and board games, stuffed animals and dolls, LEGO City sets, craft and science kits, and 100 years of Disney limited edition figurine pack.
Cyber Monday Stats on Discounts & Offerings
Every year, people seem to complain more and more about the scarcity of real discounts on Cyber Monday.
21. Average discounts during Cyber Week are 28% in the US and 26% globally
A study from Salesforce found that the average Cyber Week discount rate for US retailers is 28%, and for global retailers, 26%. These figures are both down 1% YoY, even with the threat of Chinese marketplaces like Temu and Shein.
22. Discounts ranged from 21% to 31% among different product categories
Adobe Analytics found that Cyber Monday peak discounts ranged from 21% to 31% depending on the type of product. Electronics saw the highest discounts at 30.1% (slightly lower than 31% in 2022, but still up from 25% in 2022), then toys at 26.1%, apparel at 23.2%, televisions (21.8%), and computers (21.5%).
Cyber Monday Stats Frequently Asked Questions (FAQ)
Click through the tabs below to get answers to the most common questions about Cyber Monday.
Cyber Monday, the ecommerce counterpart to Black Friday, occurs on the first Monday after Thanksgiving in the United States. This year, Cyber Monday was on December 2, 2024.
Cyber Monday was created as an online shopping event similar to Black Friday, so it typically takes place online. However, plenty of retailers offer deals in-store or extend their Black Friday deals well into Cyber Monday.
Cyber Monday deals usually last the whole day, but recently, it has been noted that retailers carry on their sales at varying discount levels well into the week.
Yes, Cyber Monday in 2024 was the biggest online shopping day of all time, registering a holiday spending of $13.3 billion.
People spent more on Black Friday than Cyber Monday in 2024. The latest data from Salesforce shows that 2024 spending for Black Friday in the US was $17.5 billion, while Cyber Monday was $12.8 billion.
Bottom Line
Cyber Monday was a big day for retailers this year, making the shopping holiday the biggest day ever for ecommerce for another year in a row. There is much to be learned from this year’s Cyber Monday numbers, from how to appeal to customers to emerging trends in the retail landscape in general. Take these lessons and bring them to your business so you can get ready for next year and make it your best Cyber Monday yet.
