Thanksgiving weekend always spurs a flurry of purchases, and consumers drifted from channel to channel to score some cool deals.
According to the Custora E-Commerce Pulse, a dashboard for U.S. e-commerce statistics, the amount of e-commerce revenue generated from Thanksgiving to Cyber Monday increased 16.4% compared to last year; plus, the number of orders jumped 14.6%. Mobile helped facilitate this avalanche of purchases; in fact, 32.1% of the e-commerce orders made last weekend were placed on mobile devices.
Email also helped consumers unthaw their wallets. According to the dashboard, email drove 23.3% of e-commerce orders. However, social was the one channel that didn’t snowball; it only generated 1.6% of e-commerce orders.