Port Washington, NY, November 29, 2011 – The growth in Cyber Monday results comes from the greater numbers of people shopping online this year rather than spending more this year according to The NPD Group Inc.’s Anatomy of Black Friday and Cyber Monday 2011 study.
This year almost 28 percent of consumers reported shopping online Cyber Monday compared to 21 percent last year. Of those shoppers, 16 percent reported making a purchase this year compared to 12 percent last year. The study’s results also indicate that brick & mortar stores got a Cyber Monday bounce. More consumers reported shopping in a store on Cyber Monday this year (20 percent) than last year (14 percent) and of those shoppers this year 16 percent report making a purchase compared to last year’s 11 percent.
“Cyber Monday turned into ‘Hyper Monday’ as both online and brick & mortar got healthy increases due to more shoppers even though they spent less,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc.
A look at the average amount consumers reported spending online this Cyber Monday compared to last year shows an almost 89 dollar decrease year compared to year. This year consumers reported spending 187.83 dollars on average compared to last year’s 276.71 dollars.
“What this means is that the prices were lower and the natural maturation of electronics plays a huge role in this,” said Cohen, “Each year the same or similar electronic items tend to get lower retail prices. Now between that and the discounts being offered, consumers spent Monday gobbling up deals just like they did in stores during the Black Friday weekend. “
The category that posted the highest growth in Cyber Monday sales was electronics. The number of consumers that reported making an electronics purchase online was up over 10 percentage points this year.
While the number one shopped for category was apparel, the percentage of consumers that reported making at least one apparel purchase on Cyber Monday declined.
“So why the lag in apparel?” asks Cohen, “It’s pretty typical, consumers don’t get serious about their gifting until later in the season…so for all of you looking for that new holiday reindeer sweater this year, fear not, it will come. It just wasn’t the focus of Cyber Monday shoppers. “
As was the case for Black Friday, there was an increase in self purchasing on Cyber Monday this year. Consumers shopping for non-gifts and for themselves on Cyber Monday was 39 percent of all online purchases.
“Consumers remain focused on getting the great deals and using online and Cyber Monday to fill that pent-up demand and frugal fatigue,” said Cohen, “Consumers have been saving up and not shopping for months waiting for these deals and they scored.”
When asked about their reasons for shopping this Cyber Monday the number one reason online shoppers cited was to ’comparison shop’ with 29 percent, up 6 percentage points over last year. Number two was ‘I was just curious to see what was out there,’ (27 percent) and the number three most cited reason was ‘I saw an item I wanted advertised on sale,’(23 percent).
“Almost as many people as told us they went online and purchased holiday gifts also said they visited a social networking site,” noted Cohen. When asked, ‘Have you engaged in any of the following activities in the past week?’ Fifty-six percent of online shoppers reported visiting a social networking site which is a 10 percentage point increase over last year.
“Whether consumers were online or in line they scored big this weekend,” said Cohen, “Consumers have learned that Black Friday offers great deals. And that the deals are worth waiting for, worth saving for, worth waiting in line for, and worth scouring the Web for… the deals are just too good to pass up.”
The Anatomy of Black Friday & Cyber Monday 2011 is an online survey of a nationally representative sample of more than 3,300 U.S. consumers ages 18+ assessing what they did on Black Friday & Cyber Monday and why. Questions included whether, when and where they shopped, as well as what they purchased. Consumers also provided topline information on their Black Friday weekend shopping, their attitudes around Black Friday and their reasons for shopping or not shopping. The survey was fielded beginning on Friday, November 25 and will run Tuesday, November 29th. The results presented here represent preliminary findings from the study.