Cyber-Weekend Sales Broke Records
Now that Black Friday through Cyber Monday are behind us, the tally has begun. As usual, e-commerce sales and growth data are all over the place, depending on what sources you trust. This year, many e-commerce metric publishers included the Thanksgiving day online sales as well. The Cyber Five sales, first coined by ChannelAdvisor, and reported by a variety of market trackers in part or in whole, have the following interesting insights:
- ChannelAdvisor reported that the five-day online transaction value, as measured by same store sales (SSS), was up 20.9% year over year. Google Shopping and Amazon are big winners with SSS sales up 24.3% and 24.2%, respectively. within the five days, Cyber Monday still led with more than a third of total sales, followed by Black Friday, and then surprisingly the Thanksgiving day.
- Adobe, on the other hand, leverages its online traffic data and data analytical model to predict that Cyber Monday sales would top $3 billion this year, no doubt a new record. But Adobe's numbers indicate a year-over-year growth of only 12%, compared with 18% measured by ChannelAdvisor's data. As for the five-day total, Adobe predicted that more than $11 billion sales would take place, which pegs Cyber Monday sales below 30% of the five-day total.
- Comscore, which only tracks desktop online sales, reported that Thanksgiving and Black Friday online sales exceeded $2 billion combined, a year-over-year increase about 10%.
The real online sales numbers, and more importantly, the growth rate, remain a mystery. Personally, I think ChannelAdvisor's data may represent the best sample and methodology, even though it only tracks SSS, and its footprint may leave out some major e-tailers not currently using its platform and services.
- ChannelAdvisor reported that the five-day online transaction value, as measured by same store sales (SSS), was up 20.9% year over year. Google Shopping and Amazon are big winners with SSS sales up 24.3% and 24.2%, respectively. within the five days, Cyber Monday still led with more than a third of total sales, followed by Black Friday, and then surprisingly the Thanksgiving day.- Adobe, on the other hand, leverages its online traffic data and data analytical model to predict that Cyber Monday sales would top $3 billion this year, no doubt a new record. But Adobe's numbers indicate a year-over-year growth of only 12%, compared with 18% measured by ChannelAdvisor's data. As for the five-day total, Adobe predicted that more than $11 billion sales would take place, which pegs Cyber Monday sales below 30% of the five-day total.
- Comscore, which only tracks desktop online sales, reported that Thanksgiving and Black Friday online sales exceeded $2 billion combined, a year-over-year increase about 10%.
The real online sales numbers, and more importantly, the growth rate, remain a mystery. Personally, I think ChannelAdvisor's data may represent the best sample and methodology, even though it only tracks SSS, and its footprint may leave out some major e-tailers not currently using its platform and services.
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