With subscribers hunting for the best deals, Cyber Monday has become one of the most important days on the retail calendar. According to Adobe, Cyber Monday sales hit $12.3 billion—remaining the biggest online shopping day, followed by Black Friday ($10.8B). 

To share the impact of 2024 Cyber Monday on subscriptions, Recurly analyzed key metrics from over 2,000 subscription companies during December 2, 2024. Let’s review the numbers and what they really tell us about subscriber behavior.

Total transactions volume

This year, Recurly merchants’ customers spent over $41.9 million during Cyber Monday, an 18% increase from 2023. It’s clear that users continue to look for online subscription options that deliver the flexibility and convenience they’re looking for. Designing the right pricing and packaging mix is  key to seeing your subscriber count grow.

Average transaction size

The average transaction size on Cyber Monday this year was $17.48. Personalization continues to offer more monetization opportunities through the lifecycle, and  businesses can easily double down on add-ons and one-time offers during big shopping days.

New subscriber signups

Recurly merchants saw 252,149 new signups on Cyber Monday, a 13% increase from a typical sales day in November. It was a particularly good day for the Publishing industry, which saw a 189% spike in signups year-over-year. 

Alternative payment method (APM) usage

During Cyber Monday, Recurly merchants processed 11% more revenue through alternative payment methods (APMs) than last year, going from $5.4 million to $6.0 million. The star of the show? Apple Pay with an 80% increase in sent transactions.

Subscription businesses continue to incorporate new payment methods to accommodate consumers' needs. Regardless of industry, seamless check out experiences are here to stay. 

Coupons redeemed

A total of 153,380 coupons were redeemed in the course of Cyber Monday. It’s no surprise that companies find this promotion strategy as one of the most effective for conversion. Especially the Business and Professional Services industry, which saw a 90% increase in redemption from last year. 

Gift card purchases

While coupons reign supreme for conversion efficiency, gift cards continue to thrive in the Consumer Goods and Retail space, with a 163% year-over-year increase in purchases during December 2—followed by the Digital Media and Entertainment vertical, which enjoyed a 109% increase in gift card sales. 

Wrap up

Cyber Monday, and essentially Cyber Week, continues to serve as a growth opportunity for subscription businesses. Understanding consumer behavior is key to identify the promotions that are more appealing to your audiences. 

This year’s data highlights the potential of personalization—from alternative payment options to effective coupons that allow subscribers to build their experience on their own terms. 

Want to see how Cyber Monday 2024 compares to last year? Check out our 2023 blog post.