What we Learned from Black Friday and Cyber Monday 2015

TOPICSGoogle, Product Ads

The buildup to Black Friday and Cyber Monday justifiably starts early. But did 2015 live up to the hype?

According to ChannelAdvisor, Same Store Sales were noticeably up for some of the biggest retailers this year. While perennial performer Amazon saw sales surge for Black Friday and Cyber Monday, eBay’s biggest sales day came on Cyber Monday. Year-over-year, e-commerce Same Store Sales were up 20.3 percent on Black Friday and 18 percent on Cyber Monday.


Here are the top takeaways and most intriguing numbers from the two most prolific online sales days of the season:

  • Google Shopping was up big on Black Friday (40.3 percent), before seeing a respectable uptick on Cyber Monday (18.6 percent).
  • CSE use was up 8 percent on Cyber Monday, as compared to the previous year.
  • Paid search decreased 4.7 percent on Cyber Monday, year-over-year.
  • Mobile and desktop shoppers accounted for nearly all of the Cyber Monday traffic (sorry, tablets) at 43 percent and 45 percent respectively, but PCs had a stronger conversion rate at 7.91 percent (compared to mobile at 3.04 percent).
  • Cyber Monday sales began to gain momentum around 6 p.m. ET, followed by a sharp spike at around 10-11 p.m., when shoppers’ wills succumbed to the great deals in near unison.

While the Black Friday and Cyber Monday stats are certainly fascinating, they’re only one piece of a bigger puzzle — the days surrounding these two are gaining in importance, and the numbers reinforce this assertion.

Many sites now track what’s known as the “Cyber Five,” which is accounts for e-commerce sales taking place from Thanksgiving Day to Cyber Monday. When it comes to scale, Cyber Monday is the clear leader. But Black Friday is close behind with about 75 percent of the sales compared to Cyber Monday. Both Thanksgiving and Cyber Sunday are about 55 percent of Cyber Monday’s size sales-wise, while Cyber Saturday trails closely at 53 percent.

As expected, mobile shoppers were out in force during the days that compromise the Cyber Five. This year saw big increases for smartphone traffic and orders, while conversion rates held steady.


What’s next for the Cyber Five shopping days? Don’t be surprised if mobile continues to take a greater piece of the pie in 2016 (we’re certain it will). In addition, it will be interesting to see if online sales on other days of the Cyber Five inch closer to Cyber Monday status.