The Holiday Season is Off to a Great Start
Some early stats:
- Studies from Adobe, ChannelAdvisor and Custora indicate that Black Friday sales this year increased somewhere between 20.6 percent and 24% over 2013. Sales completed on tablets and mobile phones accounted for between 27% and 30% of all sales, according to these studies. However, IBM says that Black Friday sales among its customers only rose 9.5% on Black Friday.
- Black Friday shopping at brick-and-mortar stores in the US was down about 7% from 2013, according to ShopperTrak, but a 24% increase in sales on Thanksgiving Day ($3.2 billion) nearly made up the difference. Overall, it represented a 0.5% drop from last year. ShopperTrak also reported Friday store sales hit $9.1 billion
- IBM reported that mobile sales on Black Friday accounted for 26.1% of all online sales, an increase of 24.7% year-over-year.
- Not all mobile visitors are the same when it comes to conversions. Consumers visiting from smartphones tend to browse, while tablet shoppers actually buy. On Black Friday, smartphones drove 33.6% of total online traffic, or more than double that of tablets (12.8%). But tablets accounted for 14.3% of online sales, versus smartphones’ 11.7%.
- iOS shoppers remained more valuable to retailers with an average order size of $127.34 – higher than Android, at $101.82. iOS also sent more traffic than Android with 31.8% of all online traffic versus 14.5% on Android.
- Apple iOS sales accounted for 20.2% of total online sales, nearly four times that of Android, which drove only 5.6% of all online sales.
It’s still early to tally the final results, but I’ll keep you updated throughout the holiday season!