Mobile Commerce Sales Surge on Thanksgiving Day

shopping-turkeysHere are the online shopping trends reported by IBM’s real-time analytics for Thanksgiving Day:

  • Online sales were up 14.3% over the same period on Thanksgiving 2013
  • Mobile traffic accounted for 52.1% of all online traffic, an increase of 22.4% year-over-year
  • Mobile sales accounted for 32.3% of all online sales, an increase of 25.4% year-over-year

Let’s take a closer look at the key drivers behind these Thanksgiving Day trends:

Consumers Cash-In on Online Bargains: Average order value was $125.25 down 1.8% over 2013. Shoppers also purchased an average of 4.3 items per order, an increase of 16.2%. This trend may indicate that shoppers are becoming more comfortable and digitally savvy in how they use online coupons and rebates to secure the best bargains.

Multichannel Merchant Holiday 2014 Feed
Smartphones Browse, Tablets Buy: Smartphones drove 36.4% of total online traffic, more than double that of tablets, which accounted for 15.4% of all online traffic. However, tablets are winning the shopping war. Tablet sales accounted for 17.9% of online sales, compared to smartphones, which accounted for 14.4% of total online sales, a difference of 24.2%.

The Desktop is Not Dead: Even as mobile shopping continues to grow, many consumers chose a more traditional online experience. Desktop PC traffic represented 47.6% of all online traffic, and 67.6% of all online sales. Further, consumers spent more money on their desktops with an average order value of $132.48 compared to their mobile devices at $112.69, a difference of 17.6%.

Apple iOS vs. Android: Apple iOS once again led the way in mobile shopping this holiday season, outpacing Android across three key metrics:

  • Average Order Value: Apple iOS users averaged $118.57 per order compared to $95.25 for Android users, a difference 24.5%
  • Online Traffic: Apple iOS traffic accounted for 35.7% of total online traffic, more than double that of Android, which drove 15.9% of all online traffic
  • Online Sales: Apple iOS sales accounted for 25.2% of total online sales, more than three times that of Android, which drove 6.9% of all online sales.

Facebook vs. Pinterest: As marketers continue to rely on social channels to drive brand loyalty and sales, IBM analyzed trends across two leading sites, Facebook and Pinterest. Facebook referrals drove an average of $107.73 per order, while Pinterest referrals averaged $95.24 per order.

The IBM Digital Analytics Benchmark also reported real-time trends across four retail categories this Thanksgiving:

Department Stores: Thanksgiving total online sales grew by 29.8% over 2013, with mobile percentage of sales increasing by 25%. Average order value was $139.53, a decrease of 2.4% year-over-year.

Health and Beauty: Thanksgiving total online sales grew by 55% over 2013, with mobile percentage of sales increasing by 30.5 %. Average order value was $72.90, an increase of 6.2% year-over-year.

Home Goods: Thanksgiving total online sales grew by 32.4% over 2013, with mobile percentage of sales flat. Average order value was $282.65, an increase of 19.2% year-over-year.

Apparel: Thanksgiving total online sales grew by 36.7% over 2013, with mobile percentage of sales increasing by 28%. Average order value was $112.79, a decrease of 1.9% year-over-year.

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