• by Ray Schultz , Columnist, December 1, 2022

This year’s online Cyber Monday sales outpaced those of 2021, with the sheer number of orders rising by 5%, according to new stats from Bluecore. In addition, there was an 8% increase in online traffic -- although that percentage was 8% lower than Black Friday’s figure. 

Footwear suffered a 5% decline in average order value (AOV) and was down 8% in number of orders on Cyber Monday YoY, while Gifts & Floral and Sporting Goods each saw an 8% increase in AOV. 

Compared to Cyber Monday, Black Friday had better results for footwear brands (33%) and apparel (26%). 

Black Friday sales also exceeded those of Cyber Monday for Consumer Electronics (8%), Sporting Goods and Outdoor (6%), and Health and Beauty (4%).

Overall, Cyber Monday pulled higher revenue YoY for Health and Beauty (+16%), Home Goods (+10%) Sporting Goods & Outdoor (+6%) and Gifts & Floral (+6%).

Brands were able to identify 585 of the shoppers who added products to a cart.  

Bluecore also reports a 6% increase in the number of shoppers who researched their purchases prior to Black Friday. Impulse buys were more likely to be seen in the sporting goods/outdoor items and gifts and floral categories. 

Meanwhile, Salesforce reported that Cyber Monday online sales hit $12.2 billion in the U.S., a 8.3% increase YoY. For the entire weekend, digital sales totaled $68 billion in the U.S. 

For its part, Klaviyo handled over 10 billion messages, driving over $2 billion in revenue, a 46% increase, the firm claims. In addition, more than 663 million product recommendations were delivered over the weekend. 

“While we used to see big spikes on Black Friday and Cyber Monday, it's truly become a five day shopping spree,” states Andrew Bialecki, co-founder and CEO of Klaviyo. 

Bluecore analyzed data from 91 million first-party cookies, 729  million shopper events, 4 million unique products, 3.2 million orders and $388 million in total sales across 138 retail brands.