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Here are the Cyber Week shopping stats you’ve been waiting for.

We analyzed the holiday shopping behavior of over half a billion consumers. Check out what's changed this year from last.

 

Data Collected from November 20–26, 2018

Topline Metrics

 
Cyber Week is a whole new show. Black Friday and Cyber Monday are still the stars, but holiday deals and revenue now start early and sustain throughout the week. 
 
 
 

+11%

Traffic Growth

 

+15%

Revenue Growth

 

+22%

Order Growth

Mobile

For the first time, the majority of holiday shoppers browsed and made purchases on mobile devices. 
 
 
 

66%

MOBILE TRAFFIC SHARE

 

+24%

MOBILE TRAFFIC GROWTH

 

49%

MOBILE ORDER SHARE

 

+38%

Mobile Order Growth

Social

 
The influence of social media on shopping discovery and traffic to retail sites has increased, with Facebook and Instagram driving 94% of social traffic.
 
 
 

+27%

SOCIAL TRAFFIC GROWTH

 

6.6%

Share of Social Traffic

 

+6%

INSTAGRAM TRAFFIC GROWTH

 
 

RETAILERS

Most Talked About Retailers

 
  1. Amazon
  2. Walmart
  3. Best Buy
  4. Target
  5. eBay
 

PRODUCTS

Most Talked About Products

 
  1. PlayStation
  2. iPhone
  3. Nintendo Switch
  4. Xbox
  5. iPad
 

BRANDS

Most Talked About Brands

 
  1. Apple
  2. Nintendo
  3. Samsung
  4. Google
  5. Starbucks

Order Details

 
Conversion rates and buying intent were high throughout Cyber Week, but Cyber Monday edged out the other days with the highest discount rate, conversion rate, and free shipping of the week. 
 
 
 

28%

DISCOUNT RATE

 

80%

FREE SHIPPING RATE

 
 

21%

ADD-TO-CART RATE

 
 

Service

 
Calls to customer service centers saw a slight decline on peak shopping days year over year as consumers engaged with customer service centers on digital channels like social, messaging, and chat.
 
 
 

+16%

CASES VIEWED

 

+12%

SERVICE PHONE CALLS

Marketing

 
Marketers increased engagement during Cyber Week, starting earlier in the week and shifting to SMS notifications. 
 
 
 

+57%

SMS & Push Notifications Sent

UP FROM 2017

 

+20%

Emails Sent

UP FROM 2017

 

+47%

Clicks on Black Friday

UP FROM NOV 2018 AVERAGE

More Holiday Insights

 

Retail Reality Check

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Report

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Methodology


To help retailers and brands benchmark holiday performance, Salesforce analyzes aggregated data to produce holiday insights from the activity of more than half a billion global shoppers across more than 30 countries powered by Commerce Cloud, billions of consumer engagements and millions of public social media conversations through Marketing Cloud, and customer service data powered by Service Cloud.


To qualify for inclusion in the analysis set, a digital commerce site must have transacted throughout the analysis period, in this case, November 22, 2016 through November 26, 2018, and meet a monthly minimum visit threshold. Additional data hygiene factors are applied to ensure consistent metric calculation.

Any forecasts noted within the holiday flash reports or the Shopping Index are forward-looking projections based on current and prior values and as such should not be read as guarantees of future performance or results.

The holiday flash reports and the Shopping Index are not indicative of the operational performance of Salesforce or its reported financial metrics including GMV growth and comparable customer GMV growth. 

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