151 Cyber Monday statistics every retailer needs to know in 2024

Invented in 2005 by Ellen Davis of the National Retail Federation, Cyber Monday has skyrocketed in popularity, fast becoming the biggest day shopping day of the year for online retailers.

But just how big is Cyber Monday? Will it ever outgrow its older sibling Black Friday? What are online retailers doing to ensure successful sales? And how is Cyber Monday—and the whole holiday season shopping period—changing?

The answers to these questions can be tough to find. So we’ve scoured the web for you and gathered 171 of the most insightful and crazy Cyber Monday statistics that show just how important Cyber Monday is for online retailers.

Discover the marketing techniques driving ecommerce sales, the changes in consumer behavior, the top product categories, and the raw traffic numbers online retailers are experiencing.

Want to jump straight into the Cyber Monday 2024 statistics, predictions, and consumer survey data? Click here for 2024 Cyber Monday stats.

Table of contents

• Cyber Monday sales volume
• Cyber Monday shopper statistics
• Cyber Monday consumer spending statistics
• Cyber Monday online traffic statistics
• Cyber Monday mobile shopping statistics
• Cyber Monday consumer trends
• Cyber Monday global statistics
• Cyber Monday retail trends
• Cyber Monday marketing trends
• Cyber Monday top product categories
• Cyber Monday 2024 statistics & predictions
• Definitions & sources
  
  

1. Cyber Monday 2023 beat expectations by bringing in $12.4 billion in U.S. online sales, a 9.6% YoY increase.
   
   
2. Cyber Monday 2023 was the biggest day for online shopping in the U.S. on record.
   
   
3. Cyber Monday sales increased by 5% globally.
   
   
4. In the U.S., Cyber Monday sales in 2023 increased by 3% YoY.
   
   
5. In Europe, Cyber Monday 2023 saw a 10% sales increase YoY.
   
   

6. Cyber Monday 2023 was the biggest day on record for Buy-Now-Pay-Later (BNPL), with $940 million in sales, a 42.5% increase on 2022.
   
   
7. BNPL vendor Zip said purchases on Cyber Monday using the service grew 21% YoY, and were up 82% over a typical shopping day. 82% of purchases with Zip were made online.
   
   
8. Cyber Week global sales increased 6% YoY, hitting $298 billion in 2023.
   
   
9. Cyber Week U.S. sales increased by 5% YoY, hitting $70.8 billion.
   
   
10. Online retail sales across the full Holiday Season increased 3% YoY while in-store sales were up 2.2%.
    
    
11. Adobe reported a 4.9% increase in U.S. online sales across the full Holiday Season, hitting a record $222.1 billion dollars.
    
    
12. A total of $123.5 billion was spent online in the month of November alone (up 6% YoY).
    
    
13. Cyber Week drove $38 billion in online U.S. spending (up 7.8% YoY).
    
    
14. U.S. retail sales during the 2023 Holiday Season grew 3.8% YoY to a record $964.4 billion.

RELATED: 171 Black Friday Statistics Every Retailer Needs to Know in 2024

15. 73 million consumers shopped on Cyber Monday in 2023, down slightly from 77 million in 2022.
    
    
16. Consistent with last year, about 44 million consumers used their home desktop or laptop to shop online on Cyber Monday.
    
    
17. Another 40.5 million shopped online using their mobile devices, down from a record 45.7 million in 2022 but still well above pre-pandemic levels.
    
    
18. The average order value of U.S. consumers during Cyber Monday 2023 across different retailers was:
    • $49 at Shein and Walmart
    • $44 at Target
    • $36 at Amazon
    • $30 at Temu

19. 59 million consumers shopped in stores on the Saturday after Thanksgiving, down almost 7% from 63.4 million last year.
    
    
20. A record 200.4 million consumers shopped during Cyber Week 2023, surpassing last year’s record of 196.7 million by 1.9%.
    
    
21. 121.4 million people visited physical retail locations in 2023, a 1% drop from 122.7 million in 2022.
    
    
22. Online shoppers totaled 134.2 million, up 3% from 130.2 million last year.
    
    
23. Holiday shopping participation reached pre-pandemic levels at 95% (versus 92% in 2022).
    
    
24. 31% of surveyed respondents in the U.S. planned to do their holiday shopping on both Black Friday and Cyber Monday.
    
    
25. More than half of U.S. holiday shoppers who visited a store said they looked up product reviews online and-or located an item in-store by checking it online.
    
    
26. The top destinations for Cyber Week shoppers in 2023 were:
    • Online (44%)
    • Grocery stores and supermarkets (42%)
    • Department stores (40%)
    • Clothing and accessories stores (36%)
    • Electronics stores (29%)

27. 95% of Cyber Week shoppers made holiday-related purchases during five day period in 2023, down from 97% last year.
    
    
28. Consumers spent $321.41 on average across Cyber Five 2023, consistent with $325.44 last year.
    
    
29. Approximately 70% of Cyber Week spending ($226.55) in 2023 was spent specifically on gifts.
    
    
30. The average spend on gifts, non-gifts, and experiences across the full Holiday Season increased to $1,652 (+14% YoY), compared to $1,496 in 2019.
    
    
31. Among the $50K-$99K and $200K+ income groups, spending increased by $315 (+26%) and $709 (+22%) YoY, respectively.
    
    
32. Consumers budgeted for an average of eight gifts in 2023, versus nine in 2022.
    
    
33. They also planned on visiting fewer stores—4.2 in 2023, versus 5.9 in 2022.
    
    
34. Planned spending on giftcards increased by 38% YoY to $300, while shoppers pulled back spending on food and beverage gifts.
    
    
35. 75% of shoppers said they are tempted to self-gift, but constrained budgets may be a hurdle.

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36. Online retail traffic increased by 5% YoY during Cyber Week 2023.
    
    
37. Across the full 2023 Holiday Season, retail web traffic declined just 4% YoY—from 1.654 billion to 1.648 billion. That’s a decline of just 650k web visits across the 51 days, the smallest YoY change on record.
    
    
38. The rise of early access sales saw Cyber Five dethroned as the biggest days for retail web traffic. Traffic from Thanksgiving to Cyber Monday (Cyber Five) totaled 291 million sessions. Traffic from November 18^thto 22^nd (the day before Thanksgiving) totaled 321 million—10% higher than Cyber Five.
    
    
39. The five days prior to Cyber Five saw traffic surge 41% YoY. Meanwhile, Cyber Five traffic actually dropped by 11%.
    
    
40. The biggest lift in traffic YoY came on the Friday before Black Friday, which shot up 63% YoY—from 32 to 52 million sessions.
    
    
41. The Monday before Black Friday also increased an impressive 58% YoY—from 34 to 54 million sessions.
    
    
42. Here’s the year-over-year breakdown of the Cyber Five retail web traffic in 2023:
    • Thanksgiving: -7%
    • Black Friday: -18%
    • Small Business Saturday: -13%
    • Cyber Sunday: -9%
    • Cyber Monday -6%
      
      

RELATED: 2023 Holiday Shopping Statistics: Data From 2.4 Billion Retail Web Visits

43. Across Cyber Five, Black Friday saw the biggest losses in traffic—declining by almost 20% YoY—while Cyber Monday saw the smallest decline, losing 6% of its traffic.
    
    
44. Despite Black Friday’s YoY decline, it remains the biggest day of the year for online retailers, with 67.4 million sessions—just 300k more than the Friday before Black Friday.

RELATED: How Currys Used Queue-it to Handle Over 1 Million Black Friday Shoppers

45. Electronics was the biggest category driving retail web traffic across the 2023 Holiday Season:
    • Electronics: 53% (1.3 billion visits)
    • Apparel & accessories: 16% (386 million visits)
    • Health & beauty: 12% (290 million visits)
    • Food & drug: 6% (156 million visits)
    • Toys & hobbies: 4% (87 million visits)
    • Home & appliances: 3% (75 million visits)
    • Department store: 3% (71 million visits)
    • Other (including jewelry, hardware & home improvement, auto parts & accessories, sporting goods, and more): 3% (71 million visits)
      
      
46. Three out of every five retail web sessions during Cyber Five 2023 came from mobile devices (57%).
    
    
47. Desktop was the second most popular traffic source, at 33%.
    
    
48. Tablets came in third, making up just 1% of traffic.
    
    
49. Almost 1 in 10 sessions (9%) came from an unknown device, which typically occurs if the session comes from a data center, or the shopper is masking their device type with a VPN.
    
    
50. Up to 29% of all Cyber Five traffic in 2023 was “bad traffic”—meaning traffic that came from bots and/or data centers, a 26% increase compared to 2022.
    
    
51. In 2023, 21% of traffic requests came from data centers (up from 17% in 2022), and 8% of traffic was unusual requests (up from 5%).
    
    
52. Data center traffic peaked on Cyber Monday, where it accounted for 28% of all requests.
    
    
53. Across Cyber Five, 94% of the suspicious traffic Queue-it challenged failed to pass the challenge. That’s almost 3 million bots blocked.

Different sources say different things about the exact volume of mobile traffic and sales across Cyber Monday. But while the numbers are different, the story is the same, mobile reached new heights in 2023, and isn’t going anywhere:

54. On Cyber Monday, 50% of traffic came from mobile (per Queue-it).
    
    
55. A record-breaking 79% of Cyber Week ecommerce traffic came from mobile phones in 2023, up from 76% in 2022 (per Salesforce).
    
    
56. 57% of Cyber Week ecommerce traffic came from mobile phones in 2023, up from 53% in 2022 (per Queue-it).
    
    
57. Thanksgiving was the biggest day of Cyber Week for mobile traffic, with 66% of all sessions coming from mobile (per Queue-it). This tracks with Adobe’s spend data, which also found Thanksgiving was the biggest day of the season for mobile—with 59% of online sales coming through a smartphone.
    
    
58. 38% of online sales during Cyber Week came from mobile devices, a slight increase from last year (per Big Commerce).
    
    
59. 51.8% of online sales during Cyber Week came from mobile devices, up from 49.9% in 2022 (per Adobe).
    
    
60. Across the whole season, 51.1% of online sales came through smartphones (up from 47% in 2022).
    
    
61. Mobile shopping was highest on Christmas Day (Dec. 25) driving 63% of online sales (61% in 2022).
    
    
62. Installs of “Deal discovery” mobile apps during Black Friday were 113% higher than the November average.
    
    
63. 44 million U.S. consumers used their home desktop or laptop to shop online on Cyber Monday. Another 40.5 million shopped online using their mobile devices, down from a record 45.7 million in 2022 but still well above pre-pandemic levels (per National Retail Federation).
    
    

RELATED: How to Nurture Loyalty & Optimize Web Performance This Holiday Season [Webinar]

64. 28% of shoppers planned to use buy online, pick up in-store (BOPIS) to buy gifts in 2023, versus 35% in 2022.
    
    
65. BOPIS was used in 18.4% of online orders in 2023, among retailers that offer the service (21% in 2022).
    
    
66. BOPIS peaked from Dec. 22 to Dec. 23 (right before Christmas Eve), driving 36.8% of online orders.
    
    
67. On average, 55% of Cyber Week purchases were specifically driven by sales and promotions, up from 52% in 2022.
    
    
68. 31% of shoppers said a limited-time sale or promotion convinced them to make a purchase they were hesitant about, up from 29% last year.
    
    
69. Shoppers said they'd allocate 37% of their Holiday Season budgets to shopping in-store in 2023 (versus 35% in 2022).
    
    
70. Online-only retailers (63%) and mass merchants (53%) were the most preferred shopping destinations.
    
    
71. Department stores are most popular among high spenders (40% versus 18% others).
    
    
72. Online shoppers have an average willingness to spend $40 to qualify for free shipping.
    
    
73. Sustainable products and packaging are a priority for over half of younger shoppers.
    
    
74. 79% of consumers have little to no trust in retailers’ ability to use artificial intelligence responsibly.
    
    
75. Shoppers planned to spend almost a third their budgets in the last two weeks of November, with 78% shopping during that period.
    
    
76. The shopping duration has shrunk to an average of 8 weeks in 2023 (versus 7.4 weeks in 2019), leaving retailers with a smaller window to engage customers.
    
    
77. 24% of consumers planned to shop early during October sales events.
    
    
78. 66% of shoppers say they’ll shop during Cyber Five to combat increasing prices (compared to 49% in 2022).

79. 61% of Italian survey respondents said they planned to shop on Cyber Monday 2023, compared to 80% for Black Friday.
    
    
80. In Canada, 37% of consumers planned to shop on Cyber Monday in 2023, compared to 40% for Black Friday.
    
    
81. In Poland, just 20% planned to shop on Cyber Monday in 2023; by contrast, 11% of Poles said they’d shop during Cyber Monday 2022.
    
    
82. 61% of Australian respondents said they’d purchase clothes or shoes during Cyber Monday and Black Friday 2023. Electronics were the second most popular category, with 40% of respondents.
    
    
83. 52% of Canadian consumers said they’d purchase clothes or shoes during Cyber Monday and Black Friday 2023. Electronics were the second most popular category, with 48% of respondents.
    
    
84. Among French consumers, those aged 18-24 planned to spend the most on Black Friday and Cyber Monday, with an average budget of 238 euros per person.
    
    
85. For Cyber Five 2023, 46% of consumers in the U.K. planned to shop for electricals. Clothing and footwear was the second most popular category, with only slightly fewer consumers planning to purchase these items.

86. $51 billion of global online sales during Cyber Week 2023 were influenced by AI in areas such as targeted offers, product recommendations, and generative AI-powered chat services.
    
    
87. 17% of all holiday orders were influenced by AI during the months of November and December, totaling $199 billion.
    
    
88. Discount rates rose to 27% globally and 29% in the U.S. on average throughout Cyber Week—representing the best deals of the Holiday Season. The verticals with the highest global discount rates were:
    • Makeup (38%)
    • General Apparel (33%)
    • Skincare (33%)
    • Active Apparel (32%)
      
      
89. Return rates in 2023 returned to 5% after an abnormally high rate of returns in 2022.
    
    
90. Single-brand retailers in the U.S. grew their online sales by 7% YoY, more than double rate of retailers carrying multiple brands (3% YoY).
    
    
91. Across the Holiday Season, Buy Now, Pay Later (BNPL) usage hit an all-time high in 2023, contributing $16.6 billion in online spend, up 14% YoY, a $2.1 billion increase over 2022.
     
92. November was the biggest month on record for BNPL, at $9.2 billion, up 17.5% YoY. Cyber Monday was the biggest day on record, at $940 million, up 42.5% YoY.
    
    
93. Use of BNPL grew 8% YoY in the U.S. during Cyber Week 2023.
    
    
94. Use of mobile wallets (such as Apple Pay) surged by 54% YoY in the U.S. during Cyber Week 2023.
    
    
95. Chatbot messages across Cyber weekend increased by 79% YoY globally.
    
    
96. Across major ecommerce categories, discounts hit record highs this Holiday Season:
    
    • Electronics: 31% (vs 25% in 2022)
    • Toys: 28% (vs 34%)
    • Apparel: 24% (vs. 19%)
    • Computers: 24% (vs 20%)
    • Televisions: 23% (vs 17%)
    • Appliances: 18% (vs 16%)
    • Sporting goods: 18% (vs 10%)
    • Furniture: 21% (vs 8%)

97. The number of messages sent via push notifications, SMS, and streaming services combined grew 37% this Cyber Week—compared to just 9% growth for traditional email.
    
    
98. Social media drew 5x more online traffic this Holiday Season compared to email and digital advertising combined.
    
    
99. Traffic coming from social media grew by 7% YoY during the Holiday Season—accounting for 10% of all mobile traffic referrals globally.
    
    
100. Marketing investments drove large sales volumes for retailers across the season:
     
     • Paid search: 29.4% of online sales
     • Direct web visits: 19.3% of online sales
     • Affiliates and partners: 16.6% of online sales
     • Organic search: 15.9% of online sales
     • Email: 15.3% of online sales
     • Social media: 3.5% of online sales
       
       
101. A little over half of consumers (55%) took advantage of early holiday sales and promotions. 
     
     
102. 35% of consumers shopped specifically in the week leading up to Thanksgiving (Nov. 16-22). 
     
     
103. Similar to last year, as of Cyber Week, 85% of consumers had started holiday shopping and were about halfway (48%) through their shopping plans.

RELATED: How to Use Scarcity Marketing & Product Drops for Black Friday Success

104. Adobe Analytics’ top products of the Holiday Season include: TVs, smart speakers, pajamas, barstools, Barbie products, video games and consoles, robot vacuums, and skin care.

105. Almost all categories saw a staggering increase in online sales on Cyber Monday, when compared to an average day in October:
     • Toys (684%)
     • Sporting goods (466%)
     • Appliances (458%)
     • Books (439%)
     • Jewelry (410%)
     • Electronics (391%)
     • Computers (372%)
       
       
106. Of the $222.1 billion spent online in the 2023 Holiday Season, over half (65%) was driven by five categories:
     
     • Electronics ($50.8 billion)
     • Apparel ($41.5 billion)
     • Furniture ($27.3 billion)
     • Groceries ($19.1 billion)
     • Toys ($7.7 billion)
       
       
107. The top gifts shoppers purchased during the five-day period were:
     
     • Clothing and accessories (bought by 49% of those surveyed)
     • Toys (31%)
     • Gift cards (25%)
     • Books, video games and other media (23%)
     • Personal care or beauty items (23%)

108. The National Retail Federation predicts that holiday spending in 2024 will grow 2.5-3.5% YoY in 2024, reaching around $985 billion.
     
     
109. Online shopping is expected to increase 8-9% YoY in 2024, reaching around $296 billion in sales.
     
     
110. Adobe predicts online spending will reach a record $241 billion during the 2024 Holiday Season, an 8.4% lift from 2023.
     
     
111. Shopping on mobile devices is expected to reach record highs in 2024, contributing $128 billion and growing 12.8% YoY.
     Online shopping is expected to increase 8-9% YoY in 2024, reaching around $296 billion in sales.

112. Adobe predicts Cyber Monday will be the biggest day of the 2024 Holiday Season, growing 6.1% YoY to reach $13.2 billion.
     
     
113. Black Friday 2024 is expected to grow 9.9% YoY, reaching $10.8 billion.
     
     
114. Discounts are predicted to peak at 30% off listed prices during the 2024 Holiday Season, compared to 31% in 2023.
     
     
115. Over half of the 2024 Holiday Season spend is expected to be driven by electronics (8.5% YoY increase to $55.1 billion), apparel (5.8% YoY increase to $43.9 billion), and furniture/bedding ($28.4 billion, up 4.2% YoY).
     
     
116. The average expected holiday spend in 2024 is predicted to reach $1,778, up 8% YoY.
     
     
117. The average spend on retail categories is expected to remain flat in 2024 ($1,043 in 2024 versus $1,020 in 2023) with gifts relatively flat (-3% YoY) and an uptick in non-gift purchases (+9%).
     
     
118. On average, holiday budgets are 32% higher in 2024 than in 2023.
     
     
119. 32% of shoppers say they’ll begin their Holiday Season shopping for 2024 between July and October.
     
     
120. Only 14% of U.S. shoppers plan to spend more in 2024 than in 2023, with 21% of consumers saying they’ll reduce their spending.
     
     
121. Consumers are increasingly concerned that in-store prices are not competitive with online prices, with 20% of consumers saying they’ll increase their online spend in 2024.
     
     
122. 43% of consumers expect the economy to improve next year (versus 34% in 2023).
     
     
123. 70% of consumers surveyed expect higher retail prices during the 2024 Holiday Season, consistent with 2023 expectations.
     
     
124. High-income earners (with salaries ranging from $100k to $199k) plan to spend 17% more during the 2024 Holiday Season than they did in 2023.
     70% of consumers surveyed expect higher retail prices during the 2024 Holiday Season

125. Only 32% of respondents plan to buy self-gifts in 2024 (versus 48% in 2023).
     
     
126. Online retailers (71%) and mass merchants (55%) are expected to be consumers’ top locations to shop due to price and convenience.
     
     
127. The top characteristics of items consumers want in the 2024 Holiday Season are quality (39%), value (37%), and variety (35%).
     
     
128. Four in 10 consumers plan to give experiential gifts in 2024.
     
     
129. 48% of consumers plan to shop on smartphones this Holiday Season, while 13% plan to purchase on social media.
     
     
130. Across all income groups, at least 40% are showing five or more signs of frugal behavior.
     
     
131. Loyalty may be at risk as consumers expect to seek to more affordable retailers (48%), switch to lower-priced brands (62%), or seek out knockoff or “dupe” goods (25%).
     
     
132. Participation in early October promotional events is expected to increase (38% versus 24% in 2023), but the bulk of holiday shoppers (75%) are expected in the second half of November.
     
     
133. 68% of respondents plan to shop during Thanksgiving week (versus 66% in 2023); intent to participate is highest among Gen Z and millennials (79%).
     
     
134. Spending on experiences is expected to increase 16% YoY during the 2024 Holiday Season.
     
     
135. Shoppers plan to spend an average of $1,638 on gifts, travel and entertainment this holiday season, marking a 7% increase from 2023 and a 15% jump from 2022. 
     
     
136. Nearly three in 10 consumers (29%) plan to spend less in 2024 compared to the 2023 season—up 10% from last year.
     
     
137. Gen Z’s holiday budgets have grown by 59% over the past two years, while millennial spending has increased just 22%.
     
     
138. 52% of consumers who have not yet completed their holiday shopping plan to do so after Thanksgiving.
     
     
139. In 2024, 3% more consumers plan to shop on Black Friday than in 2023.
     
     
140. 57% of consumers describe their financial description as strained ahead of the 2024 Holiday Season.
     
     
141. 85% of consumers are considering cutting back on nonessentials like dining out, clothing, and luxury items over the next six months.
     
     
142. Consumers are increasingly purchasing resale/used goods (45% versus 38% in 2023).
     
     
143. 40% of Gen Z consumers say that celebrity and influencer endorsements are an important factor for their holiday shopping decisions.
     
     
144. Debit cards will remain the most popular payment method during the 2024 Holiday Season, with 65% of consumers paying with this method.
     
     
145. 50% of Gen Z consumers now use Generative AI channels during the consideration stages, compared to just 29% of baby boomers.
     
     
146. 60% of consumers plan to visit stores in person to make Holiday purchases. But while baby boomers prefer in-store shopping, Gen Z and millennials are more likely to shop with mobile apps.
     
     
147. 82% of consumers prefer home delivery for online shopping during the Holiday Season.
     
     
148. 64% of Gen Z and millennial consumers are likely to buy gifts that support a cause this Holiday Season, compared to 55% overall.
     
     
149. 71% of shoppers say they’ll use two or more channels to do their holiday shopping, with just 13% saying they’ll exclusively use home delivery.
     
     
150. 83% of consumers plan to self-gift during the 2024 Holiday Season (compared to 76% in 2023).
     
     
151. More than 81% of consumers say they’ll use social media to inform their holiday shopping decisions, a 12 percentage point increase from 2023.

• Cyber Week (also known as Cyber Five) describes the five days from Thanksgiving in the U.S. (Thursday), through to Cyber Monday. It’s made up of Thanksgiving, Black Friday, Small Business Saturday, Sunday (which doesn’t have a name), and Cyber Monday.
  
  
• The Holiday Season shopping period is generally defined as the period from Nov. 1 through to Dec. 31.
  
  
• The statistics in this article come from a wide range of sources including (but not limited to) Adobe Analytics, Salesforce, Mastercard, the National Retail Federation, and Queue-it. Each of these organizations has different data sources, so exact numbers may differ in some instances.