EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More


Our goal at EMARKETER is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Cyber Monday was the biggest online shopping day ever

The news: Cyber Monday 2022 was the largest retail ecommerce sales day in US history. Consumers spent $11.3 billion online—a 5.8% increase over last year, per the latest Adobe Analytics figures.

The holiday shopping season’s peak: The strong results demonstrate how important Cyber Monday and the rest of the Cyber Five are to retailers’ overall holiday sales.

  • The Cyber Five remains the apex of the holiday shopping season. However, it will account for a smaller share of sales than in years past. We expect the five-day stretch from Thanksgiving to Cyber Monday will account for 15.6% of retail ecommerce sales this year, down from 16.9% last year.
  • Shopping is part of most consumers’ Thanksgiving weekend activities. 80% of consumers planned to shop during the five-day holiday period, up from 71% last year and 79% in 2019, per Deloitte. Younger consumers drove that change: 86% of Gen Zers and 89% of millennials expected to make a purchase during the Cyber Five.
  • The early start to the holiday season didn’t dampen demand. Retail sales hit new highs during the Cyber Five even though 60% of shoppers started browsing and buying for the season by early November, per NRF, thanks to Amazon, Walmart, and other retailers launching high-profile sales in mid-October.

Overcoming economic headwinds: The strong results are all the more notable given that about 60% of consumers have scaled back their spending in response to inflation, and even more consumers plan spending cuts in the year ahead, per the University of Michigan.

  • 37% of consumers say their financial outlook is worse than it was a year ago, per Deloitte. Despite those challenges, 74% expected to spend more or the same on the holidays compared to last year.
  • Shoppers are hyper focused on finding a good deal. With retailers eager to move excess inventory, many are finding steep discounts. The average discount rate was 30% on Saturday and Sunday, according to Salesforce.
  • Deals are widely available. Retailers heavily discounted items in key categories that struggled throughout this year. For example, the average discount on televisions was 12.93%, computers was 16.4%, and furniture was 5.2%, per Adobe Analytics.

The big takeaway: The strong sales gains throughout the Cyber Five bode well for the remainder of the holiday season.

  • We expect consumer spending to remain solid throughout the rest of the holiday season, with 7.0% growth. That said, most of those gains will stem from inflation.

Go further: Read our full US Holiday Shopping 2022 report.