Mobile devices generated one-third of all online Black Friday sales
PITTSBURGH — One-third of all Black Friday online revenue came from shoppers on mobile devices, up 48% over last year, reported Branding Brand on Saturday. As many as 90% of those shoppers were on Apple devices.
According to Branding Brand's sample of 35 North American retailers running on its commerce platform, mobile devices (smartphone and tablets combined) produced a total of 2.2 million visits, 47,762 orders and $5.5 million in revenue on Black Friday.
In addition, mobile devices generated 57% of all online visits, with 40% of shoppers using smartphones and 17% tablets.
Compared to 2013, Branding Brand's Mobile Commerce Index found that the mobile market share of all online visits increased 24%; the mobile market share of all online orders increased 30%; and the mobile market share of all online revenue increased 48%.
Mobile shopping visits peaked at 10 a.m. EST, while mobile revenue surged at 11 a.m. EST. Louisiana, West Virginia, Indiana, Iowa and South Dakota were the highest-converting states in the United States.
Thanksgiving Day and Black Friday sales down slightly by 0.5%, ShopperTrak reports
CHICAGO — ShopperTrak on Saturday reported that sales at brick-and-mortar retailers were relatively flat as compared to last year, down 0.5% over Thanksgiving Day and Black Friday from the $12.4 billion tracked in 2013.
"We've seen an increase in Thanksgiving shopping over the past few years at the expense of Black Friday," said Bill Martin, ShopperTrak founder. "More stores are opening, and earlier, which has caused a shift in shopping patterns. While Thanksgiving store visits increased 27.3%, Black Friday was down about 5.6%."
Martin noted that the two-day sales spree is not necessarily a good predictor of the rest of the holiday spending season. "In 2013, the Black Friday weekend produced a 1% gain, underperforming the 3.1% gain for the entire season," he said.
More shoppers took to the Internet as the Thanksgiving holiday transpired
BASKING RIDGE, N.J. — Internet traffic built from Thanksgiving Day through Saturday, according to Verizon Enterprise Solutions.
On Black Friday, Internet traffic attributed to online consumer retail shopping activities increased 12 points from the prior day. On Saturday, Internet traffic attributed to online consumer retail shopping activities increased 3 points from the prior day, making Saturday the highest day for online shopping activity since Wednesday.
“Consumers continue to set the tone for how and when they want to engage with retailers and they’re no longer limited to a specific day such as Black Friday or a set of days," said Michele Dupre, VP retail and hospitality at Verizon Enterprise Solutions. "On Saturday, we also saw retailers thinking ahead to Cyber Monday by sending sneak-peak promotions which likely are increasing consumer interest as well.”
Year-over-year, Friday's results were down 3 points and Saturday’s results were down 1 point versus the first Saturday after Thanksgiving in 2013.
Designed to identify online traffic patterns in the United States that Verizon attributes to consumer retail shopping activity, the Verizon Retail Index measures average daily traffic and peak volumes from the Verizon IP network during the holiday season. Verizon will be updating the report daily.
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