The biggest shopping day of the year, when you don’t have to leave the comfort of your own home, saw a record-setting $3.45 billion in online sales. The previous record of single day sales happened just a few days before Cyber Monday, when Black Friday netted $3.34 billion.

We’re living in a digital era, where consumers are trusting apps and websites more and more to make purchases. While it’s still easier to browse on a desktop with more tabs open, mobile purchases totaled 35% of the Cyber Monday sales, including 25% from smartphones and 10% from tablets.

The official start to the holiday shopping season, Cyber Monday extends to being Cyber Week as retailers have week-long sales that consumers can take advantage of.

As many Americans ended their four-day holiday weekend, sales didn’t suffer. From the chart below created by Adobe, you can see that in this year’s shopping season, sales were highest on Cyber Monday.

So as Cyber Monday online growth grew by 12.1%, with extra attention paid to electronics and toys, what was seen as the big winners as we gear up for the holidays?

Mobile Devices Have Taken Over

Mobile overtook desktop searches in 2015, and now we see the impact of mobile for shopping. While users still might be a little hesitant to make purchases on mobile devices (the 35% mentioned earlier), smartphones accounted for 53% of online visits.

Amazon had almost 500,000 app downloads between Thanksgiving and Cyber Monday alone, and quickly became the most used shopping app on the App Store. It ranked second on the Google Play Store.

While apps are the leading platform for ecommerce shopping this holiday season, users are always looking for the best deals. That’s when they turn to the search engines, and if you’re a retailer with an optimized mobile experience, chances are you’ve seen success through this holiday season.

We’re looking for a convenient shopping experience. One that allows us to purchase without headaches and long lines. Naturally, we’re turning to our mobile devices. Mobile is gradually increasing in user activity and purchases through the years, and that trend won’t stop anytime soon.

Even if you’re not a big brand like Target, Wal-Mart, or Amazon, an optimized site and great Cyber Monday deals will lead to a surplus of sales during the holiday season. Think about how you can update your mobile website or app in the year ahead.

Big Brands Win on Cyber Monday

It’s no surprise that some of the biggest winners were the big brand retailers. Even resellers like eBay stood out during the shopping phenomenon throughout the Thanksgiving weekend.

Those looking for the best deals and prices flocked to Amazon, Wal-Mart, Target, JC Penney, Macy’s, Gap, Home Depot, and H&M for their early spending sprees. These platforms were found to be some of the winners based on an analysis of mentions and links found across social media platforms.

Amazon attracted buyers with over 75,000 promotions, and Wal-Mart kick started their digital deals on Black Friday. At Digital Agency, we’ll help optimize your online store for Amazon, eBay, and Jet to help drive traffic.

Wal-Mart’s recent acquisition of benefitted their total sales throughout the weekend. The CMO of, Liza Landsman, attributed the rise in shopping to the election cycle that dominated the news cycle and our lives for the past few months. Since the election, users have returned to shopping just in time for the holiday season.

Learn from the big brands on how to drive traffic and sales to your online store and earn your share of purchases through the upcoming holiday season and next year’s Cyber Monday.

A Few Surprises

According to the findings of Adobe’s analysis, only a single one percent of sales were from social media. With the rise of Facebook promotions and retargeting, plus the ads we see on Instagram, Twitter, and Snapchat, the one percent is a little surprising.

While we see some of the bigger named products and electronics always do well on Thanksgiving weekend, fashion and beauty products saw a surge in sales this past weekend.

Although handbag sales sputtered, deals on makeup and other cosmetics flourished. Plus, footwear trends for UGG boots saw consistent sales.

It turns out that some retailers weren’t prepared for the shopping weekend as the out of stock rate reached 12%, per the Adobe report.

Some other surprising statistics about Cyber Monday:

  • Email Share of sales reached nearly 20%
  • Smartphone Conversion Rate Averaged 1.9% (1.8% for Androids and 2.3% for iOS)
  • Bestselling toys were Lego sets, Nerf, Barbie, and Little Live Pets
  • Pet care products saw a 12% price drop during Cyber Monday specials

How Can You Compete With the Big Brands Next Cyber Monday?

Even if you’re not on the level of Amazon or Best Buy or Target, you can still find a way to leverage your products during the rush of the holiday season.

While sales from social media were down for the big brands, small businesses and local stores should rely on social media as their lifeline. You want to make sure the shopping dollars in your area stay local.

Post pictures of promotional products on Instagram or show your followers what they can save through Facebook. You won’t have the marketing dollars to keep up with the advertisements from the big brands, but you can sure utilize social media to get the word out.

Join the conversation with a relevant—maybe trending—hashtag on Twitter. Showcase your products and get it in front of your audience. You never know who may see it and continue through the sales funnel.

Make sure you get started early. Even as a small business with a minimal budget, you can see monster sales throughout the holiday season by utilizing the advertising platforms you’re presented with.

It’s done with a knowledge of SEO, trends, and inbound marketing to drive sales.