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ANALYSIS: Cyber Monday Outperforms Black Friday by Wide Margin


Cyber Monday online shopping outperformed Black Friday retail sales by 68 percent, and had year-over-year growth of 12 percent in both revenue and purchases, according to Rakuten Marketing. Peak revenue and purchase activity occurred between 5 p.m. EST and midnight on Cyber Monday.

Holiday sales during the three-day period from Saturday to Cyber Monday grew year-over-year by 23 percent in gross revenue and 22 percent in purchase growth. Mobile shopping is a key driver of growth this holiday season, with mobile revenue up 37 percent, mobile purchases up 32 percent, and mobile average order value up 4 percent over the same three-day period last year, according to Rakuten.

The holiday sales figures are continued evidence of what is proving to be a healthy holiday retail period.

"The 2017 holiday shopping season shows record growth with consumers spreading their holiday dollars across an extended shopping period,” said Tony Zito, Rakuten Marketing CEO. “Shoppers began their holiday shopping approximately two weeks in advance of Black Friday, and we're seeing record growth continue into the traditional peak holiday shopping days of Black Friday through Cyber Monday. As we move into the rest of the 2017 holiday shopping season brands should focus on new shopper acquisition strategies that can lead to repeat and loyal customers, capitalize on immediate sales opportunities, and establish shopper lifetime value."

Rakuten Marketing Thanksgiving Week and Cyber Weekend insights are based on aggregated and anonymous data analyzed from same-store clients running display advertising campaigns across 30 unique U.S. verticals, according to the company.

Additional information on Rakuten Marketing 2017 holiday retail sales data can be found here.

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