Mobile had its first-ever $2bn shopping day in the US on Cyber Monday, helping drive online sales to its largest total in history of $6.59bn for the day.

According to Adobe estimates, smartphones alone accounted for $1.59bn of revenue on the day, representing an all-time high year-on-year (YoY) growth of 39.2 per cent. Smartphone traffic also saw growth of 22.2 per cent, helping overall web traffic to retail sites to increase by 11.9 per cent.

Overall mobile devices represented 47.4 per cent of retail site visits – 39.9 per cent smartphones, 7.6 per cent tablets – and 33.1 per cent of revenue – 24.1 per cent smartphone, nine per cent tablets. Mobile transactions were 12 per cent higher in value on average than Cyber Monday 2016.

“Shopping and buying on smartphones is becoming the new norm and can be attributed to continued optimisations in the retail experience on mobile devices and platforms,” said Mickey Mericle, vice president of marketing and customer insights at Adobe. “Consumers are also becoming more savvy and efficient online shoppers. People increasingly know where to find the best deals and what they want to purchase, which results in less price matching behaviour typically done on desktops. Millennials were likely another reason for the dramatic growth in mobile, with 75 per cent expecting to shop via their smartphone.”