Cyber ​​Monday on the way to the US online shopping record

(Reuters) – Cyber ​​Monday was poised to hit a record $ 7.8 billion in online sales in the US, as millions of customers were looking for substantial discounts on all types of TVs , from Lego devices to big screen TVs.

The marketing event was expected to pick up speed tonight as West Coast buyers enter into after-the-work deals and those on the US East Coast make purchases before going to bed, according to Adobe Analytics, which measures 80 % of the 100 largest US retailers.

"Many buyers have been waiting for some purchases. Three hours tonight should yield as much revenue as an average full day, "said Taylor Schreiner, director of Adobe Digital Insights.

Target Corp and Amazon.com Inc have made every effort to provide free delivery with no minimum order and to bombard customers with promotional emails. Businesses had recorded $ 531 million at 10:00 am ET, according to Adobe Analytics.

Amazon shares rose 5% in afternoon trading. The shares of Macy's Inc., Kohls Corp and Target also advanced.

According to a different estimate, Mastercard SpendingPulse predicted a 25% increase in online sales volume to at least $ 3 billion. This figure was based on sales via the Mastercard payment network and estimates for other forms of payment such as cash and checks.

These US forecasts are still disappointing compared to Alibaba Group Holding Ltd's "Singles Day" earlier this month, which generated $ 30.7 billion in sales.

Promotional efforts conducted prior to the US shopping frenzy have sparked the fury of some who have complained of receiving even more e-mails from Cyber ​​Monday than in the past.

"Yes, retailers, I know it's cyber Monday, even without the 150 emails," tweeted Keina (@ RealMamaEagle), a Delaware user.

Deep discounts on toys

The day attracted some 75 million customers and tested online platforms and retail delivery operations.

If it did not have the right IT infrastructure, clutter could have caused hours of trouble like the Amazon Prime Day marketing event in July.

But from 2:30 pm ET Monday, no major American channel had any technical difficulties, according to DownDetector.com. Black Friday, some websites, including J.Crew Apparel Retailer and Lowe's Cos Inc. Home Renovation Line, experienced temporary disruptions.

Consumers are increasingly buying holiday gifts online, reducing the importance of Black Friday, as shoppers traditionally flocked to physical stores to find the best deals.

"I find that Cyber ​​Monday is more convenient than Black Friday," said 23-year-old jeissy Casilla, a retail employee in Puerto Rico, adding that it allowed her to browse multiple stores and offers, while avoiding the long queues.

"I think Monday's cyber is better when it comes to everything you can do by doing so little – basically, a better chance of getting the best deals," she said.

According to Adobe Analytics, toys are expected to benefit from the biggest discounts, as retailers rush to fill the void left by the bankruptcy of Toys "R" Us, the largest toy retailer.

Target offered 30% off some toys, while Kohl's discounted Lego games ranged from 30% to 40%.

According to Brandwatch, social media chat tracker, about 13,000 mentions of #Cybermonday in social media, the Apple Watch and the video game Red Dead Redemption 2 are two highly discussed products.

According to the National Retail Federation, US holiday retail sales, including online, in November and December, will increase 4.3% to 4.8% from 2017, to a total of 717, $ 45 billion to $ 720.89 billion.