Cyber ​​Monday: Who won the biggest day of online shopping?



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Monday is set to break shopping records, making it the largest online shopping day in the United States. Some $ 6.6 billion in sales will be generated, according to Adobe Analytics, which tracks 80 percent of online shopping activity. At 10 am on Monday, $ 840 million had already been spent online, Adobe said, a jump of 17 percent from the previous year.

It is notable that spending on Cyber ​​Monday typically peaks at night, between 8 and 11 pm, reaching $ 800 million before noon indicates a strong start to the day.

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So, where do we spend all that money? In a word: Amazon (AMZN). The e-commerce giant accounts for between 45 and 50 percent of all sales by volume, according to separate estimates from SunTrust Robinson Humphrey and GBH Insights.

The collection of Amazon is a bit lower, thanks to the large number of third parties. party vendors on your platform. Amazon will have approximately 24 percent of online purchases this holiday season, estimated STRH, compared to 20 percent last year.

eBay (EBAY), the online auction site, is the second largest online shopping site, but its share in sales is in the "high digits," said Youssef Squali, general manager and senior badyst of STRH. Walmart (WMT) is n. ° 3.

Other factors contribute to this being an exceptionally strong season for Amazon, among which is the availability of the Echo speaker and other "smart home" devices, which channel purchases through the giant cybermarket.

"Given a record first day in 2Q, continuous momentum in 3Q and the fact that this is only the second holiday season that offers monthly Prime memberships (a service we consider more attractive during the holidays), we expect a record breaking the Christmas season for the company, "the STRH badysts wrote in a note. Amazon's market share generally peaks in the fourth quarter, they added.

The fast pace of Cyber ​​Monday shopping comes hand in hand with a strong retail sale during Thanksgiving and Black Friday, the latest of which set an online sales record. Macy & # 39; s (M), JCPenney (JCP) and Kohl & s (KSS) reported solid or record sales over the weekend. According to badysts, foot traffic in stores on Black Friday fell by only 1 percent from last year, according to ShopperTrak, less than many feared.

Buyers are reinforced by stock market records and rising home values. The economy is doing well, and when consumers feel safe, they're going to spend, "said Aaron Shapiro, CEO of Huge, a digital marketing company.

" So far it's been a very strong holiday season. The biggest winner has been the Internet, "Shapiro said." Combined with the fact that people tend to buy at the last minute, that augurs a really strong holiday shopping season. "

Even though it's big, Cyber ​​Monday is no match for the biggest shopping holiday in the world, that would be China's Singles Day on November 11, which this year generated a whopping $ 25 billion in sales (not to mention some 300,000 tons of carbon dioxide) Not bad for a vacation of less than a decade.

© 2017 CBS Interactive Inc. All rights reserved.

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