While Black Friday sales figured dropped 11% from last year, Cyber Monday saw a 16% increase over last year. Unfortunately for
retailers the dropoff in Black Friday is not made whole by the rise in Cyber Monday. Online sales broke records in 2014 with sales exceeding $2 Billion. The heaviest online shopping day in history continues to show the strength of online shopping behaviors of consumers. We used to talk about the deals that drove people online such as free shipping to explain this shift, but today we know that consumers are comfortable online and we look at where the traffic is coming from for Cyber Monday.
Interestingly, mobile traffic accounted for 41.2 percent of all online traffic, up 30.1 percent over 2013. Furthermore, these visitors weren’t just browsing: Mobile sales reached 22 percent of total Cyber Monday online sales, an increase of 27.6 percent year-over-year. (VentureBeat)
IBM found smartphones drove 28.5 percent of all Cyber Monday online traffic, more than double that of tablets, which accounted for 12.5 percent of all traffic. That said, tablets drove 12.9 percent of online sales compared to 9.1 percent for smartphones, a difference of 41.5 percent. All of this comes down to a big reminder that the desktop is far from dead. PCs accounted for 58.6 percent of all online traffic and 78 percent of all online sales. Consumers also spent more while shopping on their PCs, with an average order value of $128.24 compared to $110.72 for mobile shoppers, a difference of 15.8 percent. (IBM)
The interesting takeaway this year in online sales is the period leading up to the traditional shopping days are seeing large increases in sales, effectively extending the holiday shopping season to pre-Black Friday and Cyber Monday shopping. This trend is an important measurement for online retailers when planning 2015 campaigns. It’s a benefit to consumers as well because deals are becoming more widely distributed prior to holiday sales and retailers are increasing inventory as demand surges.
The real bottom line is that if you haven’t finished your holiday shopping already you’re way behind! Enjoy!