E-commerce
September 17, 2026
Wondering how Cyber Five 2024 transformed e-commerce sales? The numbers are clear: US consumers spent $41.1 billion online over the five days, up 8.2% from 2023. For you, the merchant, this means the holiday shopping season remains a major growth driver, provided you know how to capture this demand.
But beware, habits are changing fast. Mobile now accounts for more than half of all purchases, and AI chatbots are becoming an emerging acquisition channel. Understanding these trends is essential to adapting your strategy and not missing out on the next sales peak.
So, how did Cyber Five 2024 transform e-commerce sales? On the agenda:
What are the key figures for online sales growth?
Which products saw the highest sales increases?
Why has mobile become essential for shopping?
How did AI chatbots influence store traffic?
What strategy should you adopt for your next sales periods?
Let's get started.
Summary
What are the key figures for online sales growth during the 2024 Cyber Five?
The Cyber Five 2024 confirmed its position as a major e-commerce event. According to Adobe Analytics, US consumers spent $41.1 billion online between Thanksgiving and Cyber Monday. This represents an 8.2% increase compared to the $38 billion spent the previous year.
Over the entire period from November 1 to December 2, online sales reached $131.5 billion, up 9% year-on-year. This data comes from the analysis of over one trillion visits to US retail sites, covering 100 million product SKUs across 18 categories.
For a merchant, these figures show that the period remains lucrative. Even with increased competition, consumers are ready to spend. The challenge is to capture this demand at the right time, with the right products and a seamless shopping experience.
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Why did Cyber Monday 2024 break all records?
Cyber Monday remains the biggest day of the year for e-commerce. In 2024, online sales reached $13.3 billion, up 7.3% compared to 2023. During peak hours, between 8 p.m. and 10 p.m., consumers spent $15.8 million every minute.
This performance is driven by attractive discounts and a sense of urgency. As Vivek Pandya, analyst at Adobe Digital Insights, points out, Cyber Monday has become the "last call" to take advantage of the season's deals. Consumers wait for this day to finalize their holiday shopping.
For you, this means you need to prepare your campaigns for this peak in demand. Offering time-limited deals and clear promotions can help you capitalize on this momentum. Anticipation is the key to not being overwhelmed by the competition.
Which products experienced the highest increases in sales?
Certain product categories performed particularly well during Cyber Five 2024. Toys recorded a spectacular 680% increase compared to an average day in October. Personal care products followed with a 530% increase, and jewelry by 478%.
Home appliances gained 464%, electronics 452%, and apparel 392%. These figures show that consumers are taking advantage of the sales to buy gifts, but also to treat themselves to high-value-added products.
For a merchant, these trends are valuable. If you sell in these categories, you know that demand is strong. If you don't, you can adapt your offering or product recommendations to ride these trends. Analyzing past sales remains your best guide.
What role did AI chatbots play in store traffic?
AI chatbots like ChatGPT, Gemini, or Claude have begun to influence e-commerce. Adobe noted a 1,950% increase in traffic to retail sites coming from these tools during Cyber Monday 2024, compared to the previous year.
This channel still remains marginal, but its growth is meteoric. Consumers are using these assistants to compare products, find the best deals, or get personalized recommendations. It is a new gateway to your store.
To take advantage of this, you can integrate a chatbot into your own site. An assistant capable of answering customer questions and suggesting suitable products can improve the shopping experience and increase conversion. It is an investment that is starting to pay off.
How have sales via affiliates and influencers evolved?
Sales attributed to affiliates and partners, including social media influencers, accounted for 20.3% of Cyber Monday 2024 sales. This channel has become a cornerstone of e-commerce strategy, particularly for reaching younger generations.
Influencers play a key role in product discovery and generating desire. Their recommendations are perceived as more authentic than traditional advertising. For a merchant, collaborating with content creators can therefore be an effective growth lever.
If you haven't explored this avenue yet, it's time to look into it. Identify influencers in your niche and propose partnerships to them. The return on investment can be significant, especially during sale periods.
What is the role of installment payments during the sales?
Installment payments, or buy-now-pay-later, saw record success during Cyber Monday 2024. Consumers spent 991.2 million dollars through this payment method, up 5.5% year-on-year. The majority of these transactions, 75.2%, were made on mobile.
This payment method reassures consumers and allows them to purchase more expensive products without impacting their immediate budget. For you, offering this option can increase the average basket size and reduce cart abandonment.
Integrating installment payments into your store is now simple thanks to the available solutions. It is an additional selling point, particularly effective during high-spending periods like sales.
How did Thanksgiving and Black Friday perform?
Thanksgiving and Black Friday also saw solid growth in 2024. Thanksgiving online sales reached $6.1 billion, up 8.8% compared to 2023. Black Friday generated $10.8 billion, a 10.2% increase.
These two days confirm that consumers are starting their shopping earlier and earlier. The discounts offered starting on Thanksgiving are attractive enough to trigger purchases. Black Friday remains a key moment, but it is no longer the only day with high potential.
For your strategy, this means that you need to spread your campaigns across the entire week. Offering progressive promotions can allow you to capture consumers throughout the period, and not just on one specific day.
What are the forecasts for the 2024 holiday season?
Adobe forecasts that online sales for the 2024 holiday season, from November 1st to December 31st, will reach $240.8 billion. This would represent an 8.4% increase compared to the $222.1 billion in 2023. These forecasts are encouraging for merchants.
Growth is driven by consumer confidence and the ease of online shopping. Aggressive promotions and new technologies, such as AI chatbots, contribute to this momentum. There are about 20 shopping days left before Christmas, a decisive moment for retailers.
For you, these forecasts are a positive signal. There is still time to optimize your campaigns and inventory to take advantage of this year-end. Good preparation can make the difference between an average season and an exceptional one.
How does consumer confidence influence sales?
Consumer confidence is a key indicator for anticipating sales. The Conference Board published a report indicating that the consumer confidence index rose in November 2024, reaching its highest level since July 2023. The index rose to 111.7 points, up from 109.6 in October.
A level above 100 generally indicates that consumers are confident in the economy. This confidence translates into a propensity to spend, which is good news for the retail trade. Consumers are more inclined to buy gifts and non-essential products.
For a merchant, tracking these indicators can help you adjust your strategy. If confidence is high, you can be more ambitious in your campaigns. If it weakens, it is better to focus on more cautious offers and reassuring messages.
Why has mobile become the dominant purchasing channel?
Adobe predicts that 2024 will be the most "mobile" year for online sales, and the numbers confirm it. From November 1 to December 2, 53.1% of online purchases, or $69.8 billion, were made on mobile. That is 14.1% more than in 2023.
Cyber Monday particularly illustrated this trend: 57% of purchases, or $7.6 billion, were made on mobile. In 2019, this figure was only 33%. Consumers now favor the convenience of the smartphone for their purchases.
For you, this means that your store must be flawless on mobile. A fast site, clear product pages, and a simplified checkout process are essential. Neglecting mobile means risking the loss of a significant portion of your sales.
How does Qstomy help optimize sales during clearance periods?
Qstomy, the AI agent for Shopify, helps you make the most of sale periods like the Cyber Five. Thanks to its product recommendation features, it guides your customers to the most relevant items, thereby increasing average order value and conversion.
During traffic peaks, Qstomy also handles package tracking and order status inquiries. Your customers get instant answers, reducing the load on your after-sales service. This allows you to focus on order preparation and logistics.
The agent also offers smart cross-selling and upselling. By analyzing cart contents, it suggests complementary products at the right time. It is an effective way to increase your revenue with no extra effort. Discover how AI product recommendation can boost your sales.
Which checklist should you adopt to prepare for your next sale periods?
To make your next sale periods a success, here is a simple checklist to follow. It will help you structure your approach and ensure nothing is forgotten.
Before the period
Analyze your data: identify your best-performing products and your most profitable acquisition channels.
Optimize your mobile site: make sure your store is fast and seamless on smartphones.
Prepare your offers: define your promotions and discounts in advance to avoid mistakes.
During the period
Track your sales in real time: adjust your campaigns based on performance.
Use an AI chatbot: answer customer questions instantly and guide them to the right products.
Offer installment payments: this can increase your average basket value.
In brief
The 2024 Cyber Five showed that growth is on track, driven by mobile and new technologies. By preparing well, you can take advantage of this momentum. To go further, find out how to increase your sales with smart product recommendations.
FAQ
What is the most important day for e-commerce? Cyber Monday remains the most important day, with $13.3 billion in sales in 2024.
Is mobile really dominant? Yes, more than half of online purchases are now made on mobile.
Are AI chatbots useful for merchants? Yes, they can increase traffic and improve the customer experience. Discover how to use an AI chatbot to compare two products.
To go further: Does retail include online sales? - Qstomy, What percentage of retail sales were online in 2019? - Qstomy, Does Texas charge sales tax on online purchases? - Qstomy, Analyzing e-commerce conversations: understanding real customer questions - Qstomy.
Enzo
September 17, 2026
