Every year on the Tuesday after Thanksgiving I like to look through the news articles, analyst reports, YouTube clips, and social snippets that document the madness during and the results following Thanksgiving weekend shopping. It’s like watching an intense TV show -- there’s comedy, adventure, drama, and sometimes (unfortunately), tragedy. But, the thing I like best about post-Black Friday and Cyber Monday reading is the online and mobile sales data that pours in from various sources and retailers. The trends we see with online sales numbers, mobile browsing, in-store device usage, and even social media engagement have historically proven to be good predictors of what to expect for the remainder of the holiday shopping season. If retailers aren’t keeping a close watch on the outcomes of Thanksgiving weekend shopping, they’re missing out.
This year, we saw more early sales than ever before, with physical stores opening as early as 6pm on Thanksgiving day. (Some, like myself, might balk at those who chose to forego a day of family and friends, football, and grand feasts -- but now we’re secretly envying that colleague who snagged the 16GB iPad Air for a low low price of $360.) Even earlier than that, online Thanksgiving “pre-sales” surfaced on many retailer sites. It’s no wonder that online and mobile shopping over the weekend was at an all time high.
Here are some online and mobile highlights from IBM’s Digital Analytics Benchmark Report for Black Friday and Cyber Monday ...
Online sales on Thanksgiving Day and Black Friday grew by 19.7% and 19.0%, respectively, from last year, and Cyber Monday online sales grew by 20.6%.
Mobile traffic grew to 39.7% of all online traffic, increasing by 34% over Black Friday 2012. Mobile sales were also strong, reaching 21.8% of total online sales, an increase of nearly 43% from 2012. Cyber Monday showed solid mobile sales as well, exceeding 17.0% of total online sales, an increase of 55.4% year-over-year.