Christmas Day Sales Are Merry for Retailers

Share this article:
The Real Holiday Gift
The Real Holiday Gift

While countless consumers opened their gifts on Christmas Day, many retailers celebrated the holiday with a boost in online sales. The IBM Digital Analytics Benchmark announced its Christmas Day online shopping trends, and the results bode well for retailers, as overall sales were up 16.5% over 2012. IBM's Benchmark saw similar results at Thanksgiving.

Mobile traffic on Christmas Day accounted for 48% of all online retail traffic, which was up 28.3% compared to last year. Mobile sales were strong too—up 40% over 2012's numbers to boast 29% of all online sales, according to the Benchmark. This appears to be a recurring theme for  Retailers based on IBM's data.

Mobile devices played a huge role in the sales spike—par for the course in this increasingly mobile age. Smartphones drove 28.5% of all online traffic, according to the Benchmark data, whereas tablets drove 18.1%. However, 19.4% of all online sales came via tablets, while smartphones accounted for 9.3%. Tablet users also averaged more per order than smartphone users: $95.61 versus $85.11.

With regards to operating systems and percentage of total online sales, according to IBM, iOS was more than five times higher than Android. The former drove 23% of online retail Christmas Day sales, and the latter 4.6%. In addition, iOS users spent $93.94 per order and accounted for 32.6% of overall traffic, while Android users coughed up only $48.10 per order and were 14.8% of overall traffic.

IBM also noted that shoppers referred from Facebook averaged $72.01 per order, whereas Pinterest referrals spent an average of $86.83 per order. Additionally, Facebook referrals converted sales at nearly four times the rate of Pinterest referrals, which IBM theorizes could indicate stronger confidence in recommendations made on the social network.

Share this article:

Next Article in News

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

News Byte: Comcast Expanding Global Ad Delivery Through Partnership

News Byte: Comcast Expanding Global Ad Delivery Through ...

Through a partnership with Adstream , Comcast's AdDelivery Service expands its footprint across the globe.

40 Under 40 2014: Nominations Are Now Open!

40 Under 40 2014: Nominations Are Now Open!

It's time to nominate the 2014 crop of young marketing luminaries for Direct Marketing News's 40 Under 40 Awards. The deadline is Friday, June 6, 2014.

News Byte: MediaCrossing Partners with ASL Marketing on Youth Marketing Tool

News Byte: MediaCrossing Partners with ASL Marketing on ...

The digital media trading firm and marketing database company aim to help marketers target 13 to 34 year olds.