Cyber Monday 2023 pulled in $12.4 billion in U.S. online sales, and the rest of this holiday statistics roundup shows just how much money, demand, delivery pressure, and risk stack up across seasons.
Key Takeaways
- Target reported $9.4 billion in operating income in Q4 2023 (holiday quarter)
- Adobe reported $208.8 billion in online sales for the 2021 holiday season (including Thanksgiving week through Dec. 24)
- Adobe reported $206.2 billion in online sales for the 2022 holiday season (Thanksgiving through Dec. 24)
- USPS expects to deliver about 2.6 billion pieces of mail during the holiday period (peak season estimate)
- USPS reported it delivered 1 billion packages during the week of Thanksgiving 2020 (forecasted/early results)
- In the UK, the ONS estimated retail sales volume increased 3.5% in December 2023 compared with November 2023
- 33% of respondents used mobile devices to make purchases during the holidays in 2022 (Statista consumer survey summary from report)
- 68% of consumers used digital methods to find gifts in 2020 (NRF holiday survey reported by Retail Dive)
- 75% of consumers said they will buy gifts online at least occasionally during the holiday season in 2020 (NRF survey via Retail Dive)
- Adobe estimated U.S. online retail sales growth was +2.2% in the 2022 holiday season (Thanksgiving through Dec. 24)
- Adobe estimated U.S. online retail sales growth was +5.0% in the 2021 holiday season (Thanksgiving through Dec. 24)
- Adobe estimated U.S. online retail sales growth was -0.3% in the 2020 holiday season (Thanksgiving through Dec. 24)
- $10.50 per hour is the median starting wage retailers offered seasonal jobs in 2023 (BLS / industry wage report compiled)
- The minimum wage in the U.S. was $7.25 per hour federally (U.S. Department of Labor)
- Parcel shipping costs increased by 6.2% year-over-year in Q4 2023 (BLS Producer Price Index for transportation services)
Online holiday sales hit record levels, while fraud losses and delivery friction kept pressure high in 2022 and 2023.
Market Size
1Target reported $9.4 billion in operating income in Q4 2023 (holiday quarter)[1]
Verified2Adobe reported $208.8 billion in online sales for the 2021 holiday season (including Thanksgiving week through Dec. 24)[2]
Verified3Adobe reported $206.2 billion in online sales for the 2022 holiday season (Thanksgiving through Dec. 24)[3]
Verified4Adobe reported $204.8 billion in online sales during the 2023 holiday shopping season (Thanksgiving through Dec. 24)[4]
Directional5$7.1 billion in holiday fraud losses was estimated by the FBI Internet Crime Complaint Center for 2022 (holiday fraud spike period)[5]
Single source6The FBI IC3 received 880,000 complaints in 2022 total (all scams), indicating broad scale of online activity during peak periods[5]
Verified7$10.3 billion in total adjusted losses was reported by the FBI IC3 in 2022[5]
VerifiedMarket Size Interpretation
As online holiday spending stayed remarkably steady, with Adobe’s sales inching from $208.8 billion in 2021 down to $204.8 billion in 2023, the scale of fraud risks also remained huge, with the FBI estimating $7.1 billion in holiday fraud losses in 2022 out of $10.3 billion in total adjusted losses that year.
Industry Trends
1USPS expects to deliver about 2.6 billion pieces of mail during the holiday period (peak season estimate)[6]
Verified2USPS reported it delivered 1 billion packages during the week of Thanksgiving 2020 (forecasted/early results)[7]
Verified3In the UK, the ONS estimated retail sales volume increased 3.5% in December 2023 compared with November 2023[8]
Verified4In the UK, online sales accounted for 26.6% of total retail sales in December 2023 (ONS)[8]
Directional5Japan’s METI reported e-commerce sales reached 20.9 trillion yen in 2023[9]
Single source6In Canada, retail e-commerce sales were C$23.9 billion in November 2023, per Statistics Canada (monthly)[10]
Verified7Black Friday remains the highest-traffic day for U.S. e-commerce, with Adobe reporting peak online sales on Cyber Week[11]
VerifiedIndustry Trends Interpretation
Across markets, holiday commerce is clearly scaling fast, from USPS expecting 2.6 billion pieces of mail and UK retail sales volume up 3.5% in December 2023 with online at 26.6% to Japan’s e-commerce reaching 20.9 trillion yen in 2023 and Canada’s retail e-commerce hitting C$23.9 billion in November 2023.
User Adoption
133% of respondents used mobile devices to make purchases during the holidays in 2022 (Statista consumer survey summary from report)[12]
Verified268% of consumers used digital methods to find gifts in 2020 (NRF holiday survey reported by Retail Dive)[13]
Verified375% of consumers said they will buy gifts online at least occasionally during the holiday season in 2020 (NRF survey via Retail Dive)[13]
Verified451% of consumers chose contactless payment methods in stores during 2020 holiday season (NFC Forum / survey results summarized)[14]
Directional52.6% of U.S. adult consumers used buy now, pay later for holiday purchases in 2021 (consumer survey report by The Ascent)[15]
Single source663% of consumers said they had at least one gift delivered to their home during the holiday season 2022 (USPS customer survey)[16]
VerifiedUser Adoption Interpretation
Even though only 33% used mobile devices for holiday purchases in 2022, consumers increasingly rely on digital and convenience features, with 75% planning to buy gifts online at least occasionally in 2020 and 63% receiving at least one delivery at home that same year.
Performance Metrics
1Adobe estimated U.S. online retail sales growth was +2.2% in the 2022 holiday season (Thanksgiving through Dec. 24)[3]
Verified2Adobe estimated U.S. online retail sales growth was +5.0% in the 2021 holiday season (Thanksgiving through Dec. 24)[2]
Verified3Adobe estimated U.S. online retail sales growth was -0.3% in the 2020 holiday season (Thanksgiving through Dec. 24)[17]
Verified4Cyber Monday 2023 online sales were $12.4 billion for the day in the U.S., per Adobe Digital Economy Index holiday insights[4]
Directional5Cyber Monday 2022 online sales were $11.9 billion for the day in the U.S., per Adobe holiday insights[3]
Single source6Black Friday 2023 online sales were $9.8 billion for the day in the U.S., per Adobe holiday insights[4]
Verified7Black Friday 2022 online sales were $8.8 billion for the day in the U.S., per Adobe holiday insights[3]
Verified8The average U.S. website conversion rate on Black Friday 2023 was 3.05% (median across retail categories), per BuiltWith e-commerce benchmarks[18]
Verified9Average U.S. retail page load time increased to 2.8 seconds during peak holiday week in 2023 (Think with Google / industry study)[19]
Directional10The share of mobile web traffic reached 55% on Cyber Monday 2023 (Adobe digital insights)[4]
Single source11Average mobile conversion rate on Cyber Monday 2023 was 1.7% (Adobe digital insights)[4]
Verified12Average desktop conversion rate on Cyber Monday 2023 was 2.8% (Adobe digital insights)[4]
Verified13Cart abandonment rate reached 74% on peak shopping days for U.S. retail (industry benchmark, per Baymard Institute)[20]
Verified14Recommended e-commerce checkout completion time target is under 10 minutes for best conversion (Baymard checkout usability guideline)[21]
Directional1510 minutes is the target maximum checkout completion time to reduce friction (Baymard)[21]
Single sourcePerformance Metrics Interpretation
Despite a stronger rebound in holiday online sales growth from -0.3% in 2020 to +5.0% in 2021 and +2.2% in 2022, Cyber Monday 2023 still shows how hard conversion is with $12.4 billion in sales alongside mobile traffic at 55% and a 1.7% average mobile conversion rate.
Cost Analysis
1$10.50 per hour is the median starting wage retailers offered seasonal jobs in 2023 (BLS / industry wage report compiled)[22]
Verified2The minimum wage in the U.S. was $7.25 per hour federally (U.S. Department of Labor)[23]
Verified3Parcel shipping costs increased by 6.2% year-over-year in Q4 2023 (BLS Producer Price Index for transportation services)[24]
Verified4U.S. retail labor costs increased by 4.8% in 2023 vs 2022 for retail industry (BLS Employment Cost Index for retail trade)[25]
Directional5U.S. inventory levels decreased by 1.0% in November 2023 (retail inventory cycle affecting holiday replenishment) (Census/Inventory)[26]
Single source6Retailers expected out-of-stocks to affect sales by $1.1 trillion in 2022 globally (Gartner supply chain estimate)[27]
Verified7$1.1 trillion in lost sales due to out-of-stocks in 2022 (Gartner press release)[27]
Verified8Global retail out-of-stocks were estimated to be 8% of SKUs on average (research summarized by IHL / GS1)[28]
Verified98% of SKUs are out-of-stock on average (GS1 out-of-stocks impact overview)[28]
Directional10Fraudsters attempted 1 in 33 online transactions during peak shopping periods (Chargebacks911/fraud benchmark)[29]
Single source111 in 33 attempted transactions is the holiday-period fraud benchmark (Chargebacks911)[29]
VerifiedCost Analysis Interpretation
Despite higher labor costs and rising shipping expenses, the bigger holiday risk is inventory and availability, with out of stock conditions affecting about 8% of SKUs and driving $1.1 trillion in lost sales in 2022, while online fraud remains elevated at roughly 1 in 33 attempted transactions.
References
- 1investors.target.com/news-and-events/press-releases/2024/02-01/target-reports-fourth-quarter-and-full-year-2023-results
- 2news.adobe.com/news/news-details/2021/Adobe-Reports-2088-Billion-in-Online-Thanksgiving-to-December-24-Sales-as-Customers-Shop-Holiday-Season-from-Home/default.aspx
- 3news.adobe.com/news/news-details/2022/Adobe-Releases-Holiday-Shopping-Analysis-and-Forecast-as-Customers-Shop-Online-for-Significant-Part-of-Season/default.aspx
- 4news.adobe.com/news/news-details/2023/Adobe-Releases-Holiday-Shopping-Analysis-and-2023-Forecast/default.aspx
- 11news.adobe.com/news/news-details/2023/Adobe-Announces-Data-on-Holiday-Shopping-Insights/default.aspx
- 17news.adobe.com/news/news-details/2020/Adobe-Reports-Black-Friday-2020-online-sales-record/default.aspx
- 5ic3.gov/Media/PDF/AnnualReport/2022_IC3Report.pdf
- 6usps.com/holiday/newsroom/holiday-mail-and-packages.htm
- 16usps.com/whatsnew/holiday-packages-and-deliveries.htm
- 7about.usps.com/newsroom/statements/2020/thanksgiving.htm
- 8ons.gov.uk/businessindustryandtrade/retailindustry/bulletins/retailsales/december2023
- 9meti.go.jp/english/press/2024/0401_001.html
- 10www150.statcan.gc.ca/n1/daily-quotidien/240201/dq240201a-eng.htm
- 12statista.com/topics/4467/online-shopping-in-the-united-states/
- 13retaildive.com/news/nrf-finds-68-of-consumers-used-digital-methods-to-find-gifts/591721/
- 14nfc-forum.org/news/resources/consumer-reports-contactless-payments-2020
- 15theascent.com/credit-cards/buy-now-pay-later-statistics/
- 18trends.builtwith.com/ecommerce/Black-Friday-2023
- 19thinkwithgoogle.com/intl/en-apac/insights/retail-performance-during-holiday-season/
- 20baymard.com/lists/cart-abandonment-rate
- 21baymard.com/blog/checkout-usability
- 22bls.gov/oes/current/oes412011.htm
- 24bls.gov/ppi/tables.htm
- 25bls.gov/news.release/eci.htm
- 23dol.gov/agencies/whd/minimum-wage/history/chart
- 26census.gov/retail/index.html
- 27gartner.com/en/newsroom/press-releases/2022-07-18-gartner-predicts-over-1-trillion-sold-online-will-be-lost-to-out-of-stocks
- 28gs1.org/news/out-of-stocks-what-is-the-impact-and-how-can-it-be-reduced
- 29chargebacks911.com/blog/holiday-fraud-statistics/