Holiday shoppers are more enthusiastic about the prospect of shopping on Cyber Monday than on Black Friday, a September survey found, another sign of the shifting purchase path and the increasing importance of digital shopping options.
The survey, conducted by retail data analytics company Euclid Analytics, asked which holiday shopping days US smartphone owners were excited about. Nearly three-quarters (72%) said Cyber Monday—the day after the Thanksgiving weekend. This was well above the 62% who said Black Friday, known as the traditional in-store kickoff of the holiday shopping season.
Cyber Monday was also the most anticipated shopping day among both men and women, though women were particularly keen, with 74% saying they were eager to shop that day.
Though the ecommerce-focused Cyber Monday may be more highly anticipated than a traditional in-store shopping day, holiday ecommerce sales continue to be dwarfed by in-store sales. eMarketer estimates that ecommerce will make up just 11.5% of total retail holiday season outlays this year.
Perhaps more than anything, the Euclid survey indicates the importance of ecommerce in consumers’ minds as they look ahead to the holiday season.
In fact, Cyber Monday is close to being eclipsed by Black Friday as the single largest online sales day. Last year, online sales on the Monday after Thanksgiving weekend rose 12% to a record $3.45 billion, according to Adobe. By comparison, Black Friday online sales surged nearly 22% to $3.34 billion—more than the previous year’s record Cyber Monday sales.
If online sales of Black Friday and Cyber Monday were to increase at the same pace this year, Black Friday sales would surpass that of Cyber Monday, making it the single largest digital sales day of the year.