From Thanksgiving to Cyber Monday; it was a record-breaking run
Black Friday may have gotten off to a slow start but the numbers are all in, the dollars have been compared and guess what – we have a winner! Individually and combined, the last five days broke all kinds of records for sales, growth, traffic and change.
Black Friday was a banner day for online shopping with sales up 20.6% over last year. That made it the biggest day in US online shopping history, until. . . .
Cyber Monday broke sales records to become the biggest day in US online shopping history with a 15% increase over last year.
Cyber Monday was also Walmart’s biggest online sales day ever with mobile accounting for more than 70% of the traffic over the holiday weekend.
Custora says mobile accounted for over a fifth of all online orders on Cyber Monday. That’s up from 15.9% last year. Three-quarters of those came in on an Apple device but that’s down from last year so Android is slowly joining the party.
Here’s an incredible fact from IBM:
Thanksgiving Day mobile traffic accounted for 52.1 percent of all online traffic – the first time mobile devices have outpaced their PC counterparts for online browsing. Black Friday mobile traffic reached 49.6 percent of all online traffic, an increase of 25 percent over last year. Black Friday mobile sales accounted for 27.9 percent of total online sales, up 28.2 percent over 2013.
Sounds like everyone pulled out their mobile phones while they waited for the pumpkin pie. With these kinds of mobile numbers, big box stores should rethink the “sales start Thanksgiving evening” strategy. It sounds like pushing customers to shop online on Thanksgiving is a better option that doesn’t come with bad press and a pile of complaints from HR.
Custora says that email was the primary driver of sales on both Black Friday and Cyber Monday beating the usual winner – search. What’s interesting is that companies sent out 11% fewer emails this year, opens and click-rates were down but emails were more targeted.
Social Media did very little to boost sales this year driving only 1.5% of sales.
IBM dug a little deeper, analyzing social referrals on two major websites. Their findings: “Facebook referrals drove an average of $109.94 per order compared to $100.24 for Pinterest, a difference of nearly 10 percent. Facebook referrals converted online sales at more than twice the rate of Pinterest. ”
All-in-all, it was a good week for both shoppers and retailers. Now, it’s the race to the finish line. Anyone care to make a prediction? Will this winning streak continue and break more records or are shoppers all shopped out? We’ll find out in just a few weeks.