Holiday Online Shopping Trends
With retailers shifting strategies to digital, holiday shoppers are continuing to blur the lines between online and offline shopping. IBM reported strong online and mobile sales over the five-day holiday shopping period of Thanksgiving to Cyber Monday, also dubbed “Cyber Week.”
On Thanksgiving Day, online sales were up 14.3% year-over-year, and mobile sales accounted for 32.3% of all online sales, an increase of 25.4% over 2013. For the first time, online traffic from mobile devices was stronger than traditional PCs on Thanksgiving Day, accounting for 52.1% of all online traffic.
Online sales on Black Friday increased 9.5% year-over-year with mobile devices accounting for one-in-four of all online purchases. However, the average order value was down nearly 4.5% compared to the previous year.
Cyber Monday remained the busiest day for online shopping over the five-day period. Online sales grew by 8.5% over 2013, and mobile accounted for 22% of those sales, an increase of 27.6% year-over-year.
The overall 2014 holiday shopping trends represent people shopping differently compared to last year. With mobile emerging as a game changer for this crucial five-day shopping period, shoppers skipped the stores and waited for the best online deals.
With more mobile browsing and buying, we can predict to see a record holiday shopping season from mobile devices.