Free Shipping Day, remain important, new data shows these 'special' holidays aren't the only thing pushing digital commerce - especially in the mobile space. " /> Report: Biggest engagement not happening Black Friday/Cyber Monday - Ecommerce - BizReport
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BizReport : Ecommerce : December 05, 2016


Report: Biggest engagement not happening Black Friday/Cyber Monday

While Black Friday and Cyber Monday, and the upcoming days of Green Monday and Free Shipping Day, remain important, new data shows these 'special' holidays aren't the only thing pushing digital commerce - especially in the mobile space.

by Kristina Knight

According to new data out from AppBoy, while large gains were seen in mobile purchasing YoY on both Black Friday (283% purchase increase YoY) and Cyber Monday (133% purchase increase YoY), the biggest gains were seen outside of those special shopping days. For example, in-app purchase volumes increased more than 600% YoY on the day before Thanksgiving, and more than 300% on the Sunday before Cyber Monday.

Much of this 'early' increase is due to retailers using push notifications and other mobile messaging options to inform shoppers about sales earlier than Black Friday and Cyber Monday.

"What this means for marketers is that mobile and digital messaging remain an effective way of reaching consumers. We continue to see rapid adoption of push notifications by brands paired with overall higher engagement by consumers. Brands are attempting to leapfrog each other by sending messages earlier and more often, resulting in holiday shopping that spans several days rather than on two specific days. Mobile marketers may realize their messages may compete with established channels on Black Friday and Cyber Monday and may be prioritizing the early shopper and scaling back on those days," writes the company.

Meanwhile, data out from Optimove indicates Black Friday continues to top Cyber Monday for unique purchases, daily revenue and average order values. According to Optimove:

• Black Friday saw 3.1x more unique purchasers than average, Cyber Monday say 2.8x
• Daily increased 4.2x more than average Black Friday, 3.2x on Cyber Monday
• Average order value increase 23% Black Friday, 14% Cyber Monday



Tags: Appboy, black friday trends, cyber monday trends, ecommerce, ecommerce trends, mobile marketing, Optimove








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