Black Friday and Cyber Monday were the largest online sales days in the US this year, with $2.74 billion and $3.07 billion in retail purchases, respectively, according to the Adobe Digital Index. But the Christmas season was nowhere near over by the time Cyber Monday came to an end.
According to the report MasterCard SpendingPuls, which looks at US retail sales trends across cards, cash and checks, online retail sales increased 20% between Black Friday and Christmas Eve.
– The rise of e-commerce is a solid indication of an empowered and savvy shopper. We’ll be watching to see if this behavior continues into 2016, says Sarah Quinlan, SVP, Market Insights for MasterCard Advisors.
More Research Leads to More Sales
MasterCard says that the growth does not come as a total surprise, as 70% of U.S. consumers report doing more research online than before.
– Transitioning from research to a sale makes sense, if the proper customer experience and incentive - free or fast shipping, for instance - is in place, MasterCard says in a press release.
MasterCard also writes in its report that low gas prices were likely a factor in spurring consumers to spend more this holiday season. And the holiday shopping isn't quite over for e-retailers. This week millions of US customers is expected to go online to redeem gift cards and purchase steeply discounted goods.