Once again this holiday season, fewer shoppers got up early to stand in line outside of stores to nab the best deals, preferring instead to shop online – many with the assistance of cable’s high-speed internet or mobile hotspots. Shopping during the heavily monitored retail period from Thanksgiving through Cyber Monday beat predictions, and more Americans than ever chose the convenience and efficiency of online shopping, surveys found.
Of the 174 million Americans who shopped between Thanksgiving and Cyber Monday, one-third reported shopping only online, while just under 40 percent shopped both online and in stores, according to the National Retail Federation. Only slightly more than one fourth of shoppers said they only shopped at brick-and-mortar establishments.
Before Thanksgiving, Adobe Digital Insights predicted online sales would hit a record $107 billion for the holiday season. It later reported that consumers spent $6.59 billion online during Cyber Monday, including $2 billion in sales made via smartphones. Adobe’s full online 2017 holiday shopping prediction report can be found here.
Cyber Monday was first held in 2005, when online sales were still new – only about 30 percent of Americans did any holiday shopping online at all. And many had to wait until the Monday after Thanksgiving, when they could access a high-speed internet connection at work.
Today, 73 percent of U.S. households have broadband and 77 of Americans have smartphones, according to the Pew Research Center. An estimated 59 million Americans are cable broadband customers, with access to some of the highest online speeds available. In addition, cable has over 500,000 public Wi-Fi hotspots dotting the country, making it easy to shop from anywhere – we’ve come a long way from having to “borrow” our employer’s internet connection.