The results are in, Black Friday and Cyber Monday broke all records in 2017 as the total revenue for these days exceeded $11.5 billion. Anticipating that more consumers would shop online, retailers invested in digital experiences and geared up for the holidays by (i) stocking fewer items in stores to reduce inventory costs and (ii) hiring few seasonal workers. Retailers' predictions were accurate, and their investment in digital experiences paid off, as close to 40% of the Black Friday revenue was generated via mobile devices.
We, at Akamai, typically see a huge surge in traffic on our platform on Black Friday and Cyber Monday, and this year was no exception. Using our mPulse technology to capture real user data and correlate web and mobile performance to user behavior, we observed an overall global increase in mobile device conversion rates in 2017. Our data highlights that retailers have understood and implemented strategies to improve the digital experience for their users, and that those investments are paying off, especially on mobile devices. Here are the key trends that we observed on our platform and which resulted in a successful holiday season: