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BizReport : Ecommerce archives : December 01, 2014

Ecomm Roundup: Black Friday trumps Thanksgiving Day

Thanksgiving Weekend has gotten the 2014 holiday season off with a bang according to several reports. Custora's E-Commerce Pulse found strong shopping on Thanksgiving Day; their data shows a 20% increase in shopping on Thanksgiving Day (2013 vs. 2014). Mobile shopping made up about one-third of Thanksgiving Day shopping. Most mobile shoppers (80%) converted from Apple devices.

by Kristina Knight

Meanwhile, for Black Friday, Custora's data shows online sales up just over 20%, with about 30% of sales coming from mobile devices. Custora also reports email drove the most online conversions.

As for which categories were the hottest data from G/O Digital shows Home Improvement, specifically kitchen appliances, power tools and electrical/lighting products, led the way along with Office Supplies - laptops and multi-function printers - and Crafts. G/O Digital's data also indicates shoppers spend about 34% more time on-site Thanksgiving Day and 23% more time on site Black Friday morning Year over Year.

Overall ecommerce traffic increased about 1% YoY according to Monetate with an increased conversion rate of 3.5% and 25% more page views.

"Mobile holiday shopping traffic and sales are increasing dramatically as consumers become more comfortable shopping via mobile. It's getting easier too, with increased screen sizes and mobile payment systems. But, the decreases in smartphone revenue and conversions rates suggest that brands need to create more relevant, personalized mobile experiences to capture the the holiday shoppers who want to buy on their smartphones. Leaders will drive new revenue by delivering the right, personalized experience for mobile consumers," said Lucinda Duncalfe, CEO, Monetate.

Monetate's experts also report mobiles accounted for 42% of all online traffic and 26% of all sales. Their data also shows a new shopping day retailers should begin preparing for: Cyber Saturday. According to their data many Black Friday shoppers were actually Cyber Saturday buyers.

"The Black Friday hangover impacted retailers in a very positive way as there were significant spikes in traffic, revenue and conversions on the Saturday after Thanksgiving. Mobile continues to drive this trend, as it appears that shoppers browsing on Black Friday decided to make purchases via smartphones and tablets on Saturday as many deals and specials continued online," said Duncalfe.

Image via Shutterstock

Tags: 2014 holiday shopping, Custora, ecommerce, ecommerce trends, G/O Digital, Monetate

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