Rakuten Marketing, a world leading performance marketing company that enables brands to increase sales through data-driven marketing, today reported a 68% percent increase in Cyber Monday online retail conversions, year over year, and revealed highlights that are shaping consumer behaviour during November, the busiest retail month of the year.

Click Frenzy, a staple on the retail calendar, has been joined by international events Singles’ Day and Cyber Weekend as Australian consumers embrace global events. Rakuten Marketing data shows that this year sales were strongest during Cyber Weekend, with Singles’ Day boasting the highest Average-Order-Value (AOV).    

According to Rakuten Marketing data, Cyber Monday was the best performing retail event in the month of November. Mobile sales accounted for 14 percent of online retail sales over Cyber Weekend, with the peak activity taking place on Cyber Monday.

Other Rakuten Marketing performance data highlights include:

  • Mobile sales accounted for 14 percent of purchases throughout Cyber Weekend
  • Cyber Weekend AOV remains strongest on desktop at $135
  • Over Cyber Weekend, click-through rates peaked between 7pm and Midnight on Cyber Monday
  • Singles’ Day drove the strongest AOV, 39% higher than Black Friday
  • Sales driven by retargeting ads during November increased 40% YoY

“November online retail performance shows record growth, as consumers take advantage of international and local retail events, providing advertisers with a great opportunity to connect customers, with their brand.” said Anthony Capano, Managing Director, Rakuten Marketing Asia-Pacific. “The holiday season isn’t over yet, December promises to be another stellar month as consumers race to finish their holiday shopping and embrace Boxing Day sales. These peak retail periods continue to demonstrate the importance for advertisers in focusing on audience acquisition strategies that build loyal customers, customers that have the potential to remain loyal well beyond the holiday season.”