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Cyber Monday Sales Surge
SportsOneSource Media     Posted: 12/1/2009

According to Coremetrics Inc., a web analytics firm, sales were up 13.7% on Cyber Monday over year-ago levels. The average dollar amount consumers spent per online order rose 38.2% from Cyber Monday 2008 ($180.03 versus $130.24), led by apparel retailers.

Consumers bought nearly 10% more items per order on Cyber Monday 2009 compared to Black Friday 2009 and nearly 30% more compared to Cyber Monday 2008.

Consumer shopping hit its peak from 9-10 a.m. PST, but maintained stronger momentum throughout the day than on Cyber Monday 2008.

On Black Friday, only sales grew 24.1% compared to Black Friday 2009. Consumers spent more per online order ($180.03 versus $170.19 for an increase of 5.8 percent) compared to Black Friday 2009.
 
Retail Categories compared to Cyber Monday 2008 (year/year):

    * Apparel retailers and jewelry retailers reported the biggest jumps in the average dollar amount consumers spent per online order, up 26.4 percent and 14.3 percent respectively.
    * Sports apparel and gear retailers reported a rise of nearly 55.0 percent in the number of new consumers visiting their sites. But the average dollar amount consumers spent per online order declined slightly by 3.1 percent.
    * Department stores also did a good job of attracting new consumers to their sites, reporting a 33 percent increase. However, average order value was down nearly 10 percent.
U.S. Retail
 
  Session Traffic Summary Metrics Cyber Monday 09 Cyber Monday 08 % Change
(y/y)		 Black Friday 09 % Change (cm/bf)


  Bounce (One Page) Rate1 28.86% 24.51% 17.75% 30.86% -6.48%
  Multi-Page Session Percent2 71.14% 75.49% -5.76% 69.14% 2.89%
  Browsing Sessions Percent 3 48.88% 51.30% -4.72% 48.99% -0.22%
  Shopping Cart Sessions Percent4 12.13% 10.91% 11.18% 10.95% 10.78%
  Order Sessions Percent5 5.26% 3.99% 31.83% 4.50% 16.89%
             
 
  Visitor Experience Summary Metrics Cyber Monday 09 Cyber Monday 08 % Change (y/y) Black Friday 09 % Change (cm/bf)
  Page Views per Session6 8.8 11.59 -24.07% 8.79 0.11%
  Product Views Per Session7 2.14 2.63 -18.63% 2.17 -1.38%
  Average Session Length (in
seconds)8		 7:32 8:23 -10.14% 7:28 0.89%
             
 
  Transaction Summary Metrics Cyber Monday 09 Cyber Monday 08 % Change (y/y) Black Friday 09 % Change (cm/bf)
  Items per Order9 5.92 4.56 29.82% 5.4 9.63%
  Average Order Value10 $180.03 $130.24 38.23% $170.19 5.78%
  Shopping Cart Conversion Rate11 36.81% 37.99% -3.11% 34.60% 6.39%
  Shopping Cart Abandonment Rate12 63.19% 62.01% 1.90% 65.40% -3.38%
  New Visitor Conversion Percent13 4.28% 2.91% 47.08% 3.71% 15.36%
             
 
  On site Search Summary Cyber Monday 09 Cyber Monday 08 % Change (y/y) Black Friday 09 % Change (cm/bf)
  On-Site Searches per Session14 19.49% 17.86% 9.13% 18.32% 6.39%

Coremetrics collects sales data from 500 retailers, including Petco Animal Supplies Inc., Bath & Body Works and Office Depot Inc.

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