The Latest Cyber Monday Statistics (2024)
For decades, Black Friday was the premier retail event of the year, with shoppers lining up outside stores to get their hands on the hottest deals.
Since 2005, Cyber Monday has offered an online counterpart. Since then, the period from Thanksgiving to Cyber Monday is known as “Cyber Week” or “Cyber Five”.
With online shopping and ecommerce growing year-over-year, Cyber Monday is looking to unseat Black Friday as the Super Bowl of retail sales days. And while it’s not quite there yet, Cyber Monday continues to generate more sales every holiday season.
Here are the latest Cyber Monday statistics.
Top Cyber Monday Statistics
To get started, read up on these must-know Cyber Monday statistics:
- Consumers spend a total of $11.3 billion on Cyber Monday each year.
- The average American plans to spend $500 between Black Friday and Cyber Monday.
- 196.7 million Americans shopped during Cyber Week last year.
- 43% of Cyber Monday sales come from smartphones
- US buyer activity increases by 512% on Cyber Monday (compared to an average day).
- 88% of the top 50 online retailers offer Cyber Monday discounts.
- Average discounts during Cyber Week are 30% in the US and 27% globally.
Next, we’ll take a look at the numbers from the last Cyber Monday in 2022.
General Cyber Monday Statistics
In 2022, consumers were feeling the full effects of rising inflation and economic uncertainty. How did that affect Cyber Monday sales? Here is Cyber Monday 2022 by the numbers:
Consumers spend $12.4 billion on Cyber Monday every year (Adobe)
Last year’s Cyber Monday was a record-setting day for ecommerce sales. The $12.4 billion sales total represents a 7.8% year-over-year growth for the online shopping holiday.
According to Adobe Analytics, shoppers spent $15.7 million every minute during the peak hour (10:00-11:00 PM EST).
196.3 million Americans shopped during last year’s Cyber Week (NRF)
Here's a breakdown of how many Americans shopped over Cyber Week in previous years:
| Year | Number of Shoppers (US) | Change Over Previous Year |
| 2017 | 174.6 million | - |
| 2018 | 165.8 million | ↓ 8.8 million |
| 2019 | 189.6 million | ↑ 6.2 million |
| 2020 | 186.4 million | ↓ 3.2 million |
| 2021 | 179.8 million | ↓ 6.6 million |
| 2022 | 196.7 million | ↑ 16.9 million |
| 2023 | 200 million+ | ↑ 3.3 million+ |
Shopify merchants generated $9.3 billion in sales between Black Friday and Cyber Monday (Shopify)
Shopify sales were up 24% over 2022’s Black Friday/Cyber Monday numbers.
In total, 61 million shoppers purchased from Shopify vendors in 2023 - an increase of 9 million on the previous year (52 million).
The average cart totaled $108.12 in 2023. Again, an increase on 2022's figure of $102.10 per order.
Online shoppers outnumbered in-store shoppers every day during Cyber Week (NRF)
While Cyber Monday is billed as the top day for online shopping, there were more online than in-store shoppers throughout all of Cyber Week in 2022. Here is a breakdown by day:
- Thanksgiving: 17.2 million in-store / 36.2 million online.
- Black Friday: 66.5 million in-store / 88.0 million online.
- Small Business Saturday: 51.0 million in-store / 56.4 million online.
- Sunday: 24.6 million in-store / 39.3 million online.
- Cyber Monday: 20.3 million in-store / 77.0 million online.
64% of American consumers say they plan on shopping during Cyber Monday (Drive Research)
Despite record inflation and recession concerns, the majority of Americans made plans to shop on Cyber Monday in 2022. That 64% figure represents a 42% increase over 2021 when just 45% of consumers said they were shopping on Cyber Monday.
Around 3 in 5 Cyber Monday sales come from smartphones (Adobe)
Mobile shopping continues to grow in popularity on Cyber Monday, with smartphone sales accounting for 59% of all sales in 2023 - that's compared to 55% in 2022.
Mobile sales were actually higher overall throughout Cyber Week at 51.8% (compared to 49.9% in 2022).
Cyber Monday toys sales were up 684% compared to an average day in October (Adobe)
Certain product categories saw a massive jump in sales during Cyber Monday, but no category jumped as high as toys. Here are the product categories that recorded the largest sales jumps on Cyber Monday:
- Toys (684%)
- Sporting goods (466%)
- Appliances (458%)
- Books (439%)
- Jewelry (410%)
- Electronics (391%)
- Computers (372%)
Around 2 in 5 consumers purchase electronics on Cyber Monday (NielsonIQ)
What are the top product categories to shop during Cyber Monday? Electronics came out on top in 2022, but clothing and accessories were close behind at 42%. Other top products were toys (31%), beauty and personal care products (25%), and entertainment (24%).
More shoppers learned about Cyber Monday 2022 deals through retailer websites than through any other channel (NielsonIQ)
Ecommerce brands promote Cyber Monday deals across multiple channels, but most consumers learn about them directly from retailer websites. Here’s where shoppers discovered deals in 2022:
- Retailer websites (45%)
- Social media ads (41%)
- Email (38%)
- TV ads (31%)
- Word of mouth (22%)
- Influencers (14%)
- Live streams (10%)
Cyber Monday Consumer Statistics
How aware are shoppers of Cyber Monday deals? These statistics reveal how consumers approach Cyber Monday: where they shop, how much they’re willing to spend, and what they expect from their shopping experience.
Around 9 in 10 shoppers in the UK are aware of Cyber Monday (Statista)
Nearly 100% of Europeans are aware of Black Friday, but Cyber Monday is a different story. The UK has the highest awareness at 87%, followed by Spain (83%) and Germany (80%). In other European countries, Cyber Monday is still catching on: just 64% of Belgian and 69% of Danish shoppers are aware of the event.
US buyer activity increases by 512% on Cyber Monday (compared to an average day) (Cyber Monday.Global)
American consumers go into a shopping frenzy on Cyber Monday, increasing their buying activity by over 500%. But that spike in shopping behavior isn’t limited to the US. In Canada, shopping activity increases by 598% on Cyber Monday. In New Zealand, shopping increases by 577%. All three nations are well ahead of the global average increase of 148%.
90% of US shoppers are satisfied with their Black Friday and Cyber Monday shopping experience (Cyber Monday.Global)
Most American shoppers are happy with the Cyber Week shopping experience, but 1 in 10 are left feeling dissatisfied.
What sort of experiences turn shoppers off? Surveyed shoppers gave a variety of answers:
- 59% mentioned unattractive discounts.
- 53% said they weren’t interested in products on sale.
- 35% said discounted products sold out too quickly.
- 18% said in-store lines were too long.
- 17% mentioned slowly loading websites.
- 10% said discount codes didn’t work.
Conversion rates on desktop outperform mobile during Cyber Monday (Adobe)
Based on 2022 numbers, desktop visitors had a 6.9% conversion rate on Cyber Monday, compared to just a 3.6% mobile conversion rate.
Desktop conversion rates are almost double mobile conversion rates across several key shopping holidays, including Black Friday (5.6% vs. 3.3%), Thanksgiving (4.4% vs. 2.4%), Thanksgiving Eve (4.6% vs. 2.3%) and Veterans Day (4.3% vs. 2.1%).
The average Cyber Monday desktop shopping order contains 3.68 items (Adobe)
Desktop orders tend to contain more items than smartphone and tablet orders. On Cyber Monday 2022, the average desktop order contained 3.68 items, compared to 2.98 items per smartphone order and 2.81 per tablet order.
The Cyber Five makes up 15.6% of holiday season shopping sales (Insider Intelligence)
The five-day stretch between Thanksgiving and Cyber Monday are prime days for holiday season shopping. In 2022, they made up 15.6% of all holiday season shopping sales, and that was a down year. From 2017-2021, the Cyber Five averaged 18.3% of holiday season shopping sales.
The average American plans to spend $500 between Black Friday and Cyber Monday (Deloitte)
The amount shoppers plan on spending during Cyber Week scales with income. Shoppers who earn $50,000 or less plan on spending $320 on average, while shoppers earning $100,000 or more plan on spending $650.
As for how they plan on spending that money, 48% plan to use credit cards, and 37% plan on using buy now, pay later (BNPL).
Buy Now, Pay Later (BNPL) has become increasingly popular in recent years and allows shoppers to make installment payments on high-ticket items.
74% of global consumers believe they get better deals online vs. in-store on Black Friday and Cyber Monday (Klarna)
Online and in-store shopping each have their pros and cons according to global shoppers.
Most prefer online shopping for saving time (78%), price comparisons (76%), product variety (74%), better prices (74%), and payment options (69%).
In-store shopping offers more social interaction (82%), better customer service (74%), secure payment options (71%), and easier returns (64%).
Around 4 in 5 global Cyber Monday shoppers conduct online research before shopping in-store (Klarna)
Younger shoppers are more likely to compare prices online before doing in-store shopping. 87% of Gen Zs and 88% of Millennials do prior research compared to 81% of Gen Xers and 70% of Baby Boomers.
Over a third of Gen Zs and Millennials are certain they’ll make a purchase during Cyber Week (Klarna)
Globally, 35% of Gen Zs and 34% of Millennials say they’re sure they’ll make a purchase between Black Friday and Cyber Monday. Meanwhile, just 18% of Gen Xers and 7% of Baby Boomers are certain about shopping during that period.
Cyber Monday Promotion Statistics
Just like Black Friday, Cyber Monday is all about deals and discounts. These statistics explore how retailers attract new shoppers through marketing and promotions.
The vast majority of the top 50 online retailers offer Cyber Monday discounts (Digital Commerce 360)
Many of the 6 companies that don’t offer discounts are business-to-business enterprises. In total, 78% of the top 50 also offer Black Friday deals starting one week before Black Friday, though discounts tend to increase as Cyber Monday approaches.
Amazon ad sales increase 146% on Cyber Monday (Perpetua)
Amazon ad sales start increasing on November 1st, but they peak during Black Friday and Cyber Monday. In 2021, ad sales were up 131% on Black Friday and 146% on Cyber Monday.
Average discounts during Cyber Week are 30% in the US and 27% globally (Salesforce)
Discounts are a huge contributor to online retailers’ spikes in sales volume during Cyber Week. The top three discounted product categories in 2022 were general apparel (34%), makeup and skincare (32%), and luxury handbags and apparel (26%).
4 out of 5 online retailers run lead acquisition campaigns during Black Friday and Cyber Monday (Socital)
Cyber Monday marks one of the best times of the year for lead generation. Lead acquisition during cyber week increases by 226% compared to a regular period.
Wrap Up
Cyber Monday is one of the most important days of the year for many ecommerce businesses. Millions of shoppers take to their desktops and mobile devices to find deals leading up to the holiday season. Those deals generate billions of dollars in sales. For many online retailers, sales can skyrocket to four or five times the average number.
Will Cyber Monday ever overtake Black Friday as the top shopping day of the year? It’s difficult to say. With Black Friday deals moving online and many retailers offering promotions throughout Cyber Week, perhaps it doesn’t really matter.
