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Green Monday Sales Up 14 Percent with Less Discounting

Online shoppers made history this year by spending a billion dollars a day from desktop computers for nine consecutive days beginning on Thanksgiving Day, the longest streak of billion-dollar days ever, according to comScore.

This past Monday was Green Monday, one of the holidays’ busiest online shopping days, and revenue was up 15.4%, according to data from Custora. Orders grew 14.3%, while Average Order Value (AOV) was up 1%, indicating a less promotion-driven Green Monday than last year.

Social media (Facebook, Twitter, and Pinterest, etc.) only drove 1.7% of sales on Monday, according to the data, which is based on the Custora E-Commerce Pulse, a free online dashboard providing key US e-commerce statistics and benchmarking data from 200+ online retailers, 500 million anonymized shoppers, and $100B in ecommerce revenue.

Mobile accounted for a quarter of online sales, according to the company – a spokesperson for Custora told EcommerceBytes that 26.8% of online sales were placed on mobile (phones and tablets). And over three quarters of all mobile orders (78.3%) were made on Apple devices, while 21.5% were made on Android devices.

That dovetails into data from comScore, which released a report this week that showed this year’s holiday sales (“total spend”) breaks down to approximately 85% brick-and-mortar, 13% desktop and 2% mobile. But, the growth contribution is approximately half from offline, with a quarter from desktop ecommerce and a quarter from mobile commerce. It concludes, “When looking at it in those terms, it’s easy to see how mobile is eating brick-and-mortar.”

Online merchants currently have an advantage over brick-and-mortars by catering to shoppers around the clock – until shipping cutoff dates kick in. But chainstore Kohl’s has decided to do something about that.

Beginning at 7 am on Thursday, December 17th, Kohl’s stores will remain open through 6 pm on Christmas Eve – so shoppers won’t have to go online to get their midnight shopping fix. The retailer will also be hyping “Super Saturday” (December 19) when it will offer Early Bird deals.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.