5 charts showing why Cyber Monday is doomed

Cyber Monday, the awkwardly named cousin of Black Friday, is fading into oblivion. R.I.P.

Cyber Monday, invented by the National Retail Federation in 2005, was meant to get e-commerce into the frenzy of shopping activity that’s traditionally marked the start of the holiday shopping season on Black Friday. The idea was that people would surf to websites when they returned to their work computers after the long Thanksgiving weekend. Sounds quaint.

Indeed, an NRF survey onSunday showed that online spending before Cyber Monday is growing, signaling a cannibalization of the event. Brick and mortar retailers like Walmart are also putting more muscle behind online sales before Cyber Monday. Which means instead of waiting, customers are locking in their spending way before Cyber Monday.


Clavis Insights, an e-commerce analytics company, found that U.S. retailers, in recognition of this, are now providing fewer deals. The company crunched numbers for big retailers and found that most of them are featuring between two percent and nine percent fewer deals online between Black Friday and Monday.

Mobile spending is also growing on Black Friday, Small Business Saturday and Super Sunday. (Don’t ask.) Thanksgiving saw $771 million come in from mobile devices. Adobe also found that for the first time in retail history, mobile shopping hit the $1 billion mark on Friday, up 33 percent.


People are going online, and they’re spending more in the days before Cyber Monday. Data crunched by Adobe found that online spending on Thanksgiving Day and on Black Friday has increased 18 percent to $5.27 billion compared with 2015. 

“We’ve seen record performance in online shopping over the last few days. Black Friday may overtake Cyber Monday for the first time ever due to Black Friday’s higher than expected revenue of $3.34 billion,” said Becky Tasker, an analyst at Adobe.

By mid-day, Cyber Monday had already gotten on track to hit $3.4 billion, which would be a 9.4 percent growth compared to last year. But that’s still lower than analyst estimates, and people are also talking about the day much less than last year. Adobe crunched social data and found that mentions were lower by mid-day on Monday.




More in Marketing

Digiday+ Research case study: How brands and influencers are diving into YouTube Shorts

Digiday+ Research assesses how brands and influencers are using Shorts to reach new audiences and what types of Shorts videos create the most buzz for marketers.

The header image features an illustration with a dollar bill that has the Snapchat logo in the center.

Why Snapchat is using a custom video game to get closer to its agency partners

Yesterday, Snapchat marked its return to in-person agency roadshows, sending company representatives to Horizon Media’s Manhattan office to showcase a Snap-designed video game intended to capture the essence of what it’s like to work at an agency — and how Snapchat can be part of the process.

Babylist, TodayTix Group and Liquid Death grow their in-house teams as they try to save money, have more control

As in-housing settles in as a mainstay, some marketers push for complete control.