Cyber Monday sales are on track to hit $3.4 billion online today, a 9.4 percent increase over last year, according to Adobe Digital Insights (ADI).
Already the digital shopping day has brought in $540 million between the hours of midnight and 10 a.m. EST, ADI reported. Of that, $205 million, or 38 percent, was derived from mobile orders, with smartphones accounting for 27 percent and tablets 11 percent.
What’s more, mobile traffic surpassed visits from desktop devices, accounting for 56 percent of Cyber Monday visits as of 10 a.m., the Adobe unit said.
That jibes with multiple reports of significantly higher smartphone- and tablet-derived sales over the Black Friday period — which could help topple Cyber Monday's traditional digital dominance.
“We’ve seen record performance in online shopping over the last few days,” said ADI managing analyst Becky Tasker. “Black Friday may overtake Cyber Monday for the first time ever due to Black Friday’s higher than expected revenue of $3.3 billion.”
What’s more, ADI reports that Cyber Monday social buzz is 82 percent lower this year than last (96,449 mentions in 2016 vs. 535,810 mentions in 2015).
Still, some 122 million people said they planned to shop today, a million more than last year, according to a weekend poll by the National Retail Federation (NRF), which concocted Cyber Monday 11 years ago. Of those, more than 28 million, or 23 percent, plan to shop the deals from their mobile devices, the survey showed.
And what products are they snapping up? According to ADI, top-selling Cyber Monday tech items by unit included (as of 10 a.m.):
*Samsung 4K TVs
*Amazon Fire tablets
Similarly, top Cyber Monday tech being talked about on Facebook, Twitter and other social sites include, in order:
Amazon Echo and Google Home are also trending, ADI added.
ADI’s numbers are based on aggregated and anonymous data from 23 billion visits to retail websites, measuring 80 percent of all online transactions from the top 100 U.S. retailers, and representing $7.50 of every $10 spent with the top 500 retailers.