Online sales surge, but buyers browse at shops first

Cyber Monday set a new record for online shopping in the USA, challenging traditional retailers to market new approaches such as buy online, pickup in-store.

With those numbers, analysts predict that people will spend about $107 billion online this holiday season.

USA retailers are expected to continue raking in holiday spending cash Monday, just three days after notching record sales on "Black Friday".

Black Friday 2017 was all about digital sales.

With shoppers spending $5 billion in 24 hour on digital platforms, this year's Black Friday was record breaking, according to Adobe Digital Insights.

These increased by 11.9 percent on Monday, far beyond the season average of 5.7 percent.

Though it usually kicks off with Black Friday, in the past few years, the long-time tradition is has starting to taper off with more people choosing to stay put and do their shopping online instead of wrestling with crowds.

Adobe Analytics, meanwhile, saw a 17.9% rise in the dollar value of online sales on Black Friday and Thanksgiving, to $7.9 billion. The trade group projects that holiday retail sales in November and December this year will be up between 3.6 percent and 4 percent for a total between $678.8 billion and $682 billion. Mobile traffic also surged, representing 47.4 percent of overall visits - 39.9 percent on smartphones, and 7.6 percent conducted through tablets - and accounted for roughly 33.1 percent of retailer revenue this Cyber Monday.

All of that chimes with a statement from Amazon that noted that mobile app orders were up 50% on Thursday compared to Thanksgiving 2016. That will help their traditional brick and mortar stores compete with online shopping.

Digital retailers get a lot of the holiday sales hype because they have been growing at a faster rate than traditional brick-and-mortar chains.

Adobe estimates that the largest price drops on Cyber Monday were for toys with an average discount of 18.8 percent, followed by television sets at 21.1 percent and computers at 14.7 percent. Shoppers in brick-and-mortar stores can also be easier to tempt with impulse or add-on purchases than online browsers. The United Parcel Service found in its annual survey a year ago that for the first time shoppers made the majority of their purchases online.

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