Facebook ads’ return on ad spend rose 33% year over year, while purchase rates jumped 68%.
Web sales jump 18% on Cyber Monday, comScore says.
Web sales yesterday reached to $1.735 billion, comScore Inc. announced today, an increase of 18% over $1.465 billion on the Monday after Thanksgiving last year. The web measurement firm, which does not count sales through smartphones and tablets in its estimates, says online sales reached $3.558 billion over the long four-day holiday weekend, compared to $2.862 billion over the same days in 2012, for an increase of 24.3%.
In contrast, the National Retail Federation reported earlier this week that total retail spending including store, desktop and mobile sales reached $57.4 billion over the long weekend, down 2.7% from $59 billion a year earlier. The NRF bases its estimates on consumer surveys. IBM Corp. said in its four-day weekend sales estimate that mobile sales accounted for 23.1%, with tablets accounting for 15.7% of sales and smartphones making up 7.4% of sales. IBM bases its estimates on its analysis of purchases and activity on more than 800 client retail sites and does not release dollar estimates in it sales reports.
For the five-day period from Thanksgiving through Monday, online buying from desktop computers totaled $5.293 billion, up 22% compared with $4.327 billion last year, comScore says.
Cyber Monday 2013 represents the biggest online spending day in the U.S. ever, comScore says, and the second day this holiday season web sales have topped $1 billion. Black Friday also topped $1 billion in online sales, bringing in $1.198 billion up 15% from $1.042 billion a year earlier. ComScore tracks desktop e-retail holiday sales estimates by drawing on online purchase data from its panel of about 1 million U.S. online shoppers, and excludes automobile and auction sales.
“Any notion that Cyber Monday is declining in importance appears to be completely unfounded as its strong year-over-year growth rate of 18% resulted in yet another record for online spending in a single day,” says comScore chairman Gian Fulgoni. “While it’s true that many retailers are bleeding their Cyber Monday promotions into the weekend before and the days afterward, Cyber Monday itself continues to be the most important day of the online holiday shopping season. That said, we did also see evidence of early promotions pulling some dollars forward into the weekend, so it is possible that Cyber Monday could have even been stronger were it not for the emergence of this trend.”
A different report by Adobe Systems Inc. released today that includes sales through mobile devices unlike comScore’s estimates, says that shoppers spent $2.29 billion online yesterday. That's a record, says Adobe, surpassing the previous record of $1.93 billion that was set on Friday. Adobe’s Adobe Digital Index is based on the vendor’s analysis of nearly 900 million visits to more than 2,000 retail web sites.
By Adobe’s estimates, mobile accounted for $419 million, or 18.3% of online sales. Tablets accounted for $290.8 million of that spending, or 12.7% of overall online sales.
More U.S. consumers were sneaking online shopping in at work this Cyber Monday compared to last, comScore also finds. 49.2% of dollars spent online at U.S. retail sites on Cyber Monday originated from work computers, up 2.1 percentage points from last year. Buying from home comprised the majority of the remaining share (43.5%) while buying at U.S. web sites from international locations accounted for 7.2% of sales.