By Jay Henderson
With another peak holiday shopping season upon us, retailers and marketers across the country have high hopes for another record-breaking weekend of online sales.
They may very well get their wish.
Based on early data from the IBM Digital Analytics Benchmark, Thanksgiving Day online sales grew 19.7 percent over 2012, led by department stores, which increased 60 percent using the same comparison. As expected, mobile was once again a key driver of that overall growth, increasing 49 percent year over year as a component of all online sales.
As holiday shoppers become more diverse, connected and digitally savvy, retailers are looking to cloud, mobile and big data analytics to deliver personalized experiences for millions of consumers. The winners this year will be those that rely on real-time insight to adapt their mix of in-store, online and mobile promotions to make the sale whenever and wherever their customers choose. For retailers like Moosejaw, that means building a connected physical and digital shopping experience that is integrated, from the ground up, across the entire commerce cycle.
In our latest round of reporting on holiday online sales, one of the cool things we’ve done this year is expand our metrics package to scratch a little deeper beneath the surface on some of these trends. Here are a few interest things we saw on Thanksgiving Day:
- Smartphones Drive Traffic But Tablets Drive Sales: Smartphones drove 27 percent of all online traffic compared to tablets at 15 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove 16.5 percent of all online sales, almost twice that of smartphones, which accounted for 9 percent. Tablet users also averaged $126.49 per order, versus smartphone users, who averaged $110 per order.
- iOS vs. Android: As a percentage of total online sales, iOS was four and a half times higher than Android, driving 21 percent vs. 4.6 percent for Android. On average, iOS users spent $121.61 per order compared to $106.44 for Android users, a difference of 14 percent. iOS also led as a component of overall traffic with 30 percent versus 12 percent for Android.
- New York Takes Top Spot in Online Holiday Sales: Another new metric this year but perhaps not all that surprising, New York drove the most online sales during Thanksgiving Day. Rounding out the top five cities (in order) were Atlanta, Chicago, Los Angeles and WashingtonD.C.
With a strong start on Thanksgiving, and a ton of momentum going into Black Friday and Cyber Monday, I think it’s a reasonably safe bet that we’re about to see the biggest three-day online sales period on record. And isn’t that at the top of every retailer’s wish list?