Thanksgiving to Cyber Monday 2016
The holiday season is officially in full swing, and First Data has analyzed transactions from nearly one million merchants to take a pulse on consumer spending. Rather than surveys or speculation, this analysis is based on actual consumer transactions. From Thanksgiving through Cyber Monday, consumer spending grew 5.6% year-over-year, with eCommerce up 12.1% and Brick & Mortar up 3.7%. On Cyber Monday, eCommerce accounted for 34.2% of all retail transactions and saw a 12% year-over-year growth rate. Electronics & Appliances saw the most growth on the five day weekend, up 16.1% year-over-year.
Retail growth shifting to the holiday weekend
Sales growth excluding gas
Pre-holiday growth rates decreased, suggesting that shoppers are waiting for the holidays to make their purchases. (Pre-Holiday represents the 21-day period ending November 23.)
Consumers shop before and after the work day
Sales growth, Cyber Monday 2016
Cyber Monday online sales were aggressive in the early morning hours, but slowed during the workday. Consumers resumed purchasing activity through the night, sustaining a 13–20% increase over the same hours a year ago. Meanwhile, brick and mortar merchants struggled through Cyber Monday. Total eCommerce growth for the day was 8.3% year-over-year, while brick and mortar growth was flat (0.0%).
Some retail categories saw significant growth
Sales growth, Thanksgiving to Cyber Monday
By far, Electronics & Appliances won the Thanksgiving to Cyber Monday sales period, leading all retail categories with growth at 16.1%. Other retail categories also performed well this year, including Building Materials & Garden Supplies (11.8%), Furniture & Home Furnishing (6.9%) and Sporting Goods/Hobby/Book/Music Stores (7.7%)
The West continues steady sales growth
Sales growth 2016, brick and mortar retail categories only
© First Data
Even though the pace of all regions slowed as consumers moved through the weekend and into Cyber Monday, the West still led growth across the country.
First Data Methodology
All data referenced in the report is First Data proprietary transaction data and includes only actual card-based forms of payment. The analysis is based on normalized, same-store-sales activity from First Data’s proprietary systems. The data includes all forms of card based payments and checks where appropriate. More than 940,000 merchant locations across the United States were used for the analysis, which included merchants with 13 months of consecutive activity since October 2015. Additional filtering parameters were applied to exclude merchants disproportionately impacted by non-economic activities. Merchant list excludes gasoline station categories and fuel dispensers. All growth rates compare current time period to the same time period prior year. Growth rates are not based on prior sequential month but always reflect year-over-year growth.