While some consumers feasted on turkey and yams, others devoured promotions and discounts over a three-course spending spread. Many consumers kicked off their holiday shopping on Thanksgiving Day and gobbled up more deals this year than last. According to the “IBM Digital Analytics Benchmark,” Thanksgiving Day online sales increased 19.7% over 2012. And consumers filled more than just their bellies this year. They also filled their shopping carts—reaching an average order value of $127.59.
Consumers seemed to have an appetite for mobile, as well. According to IBM, mobile traffic accounted for 42.6% of all online traffic on Thanksgiving and mobile sales that day accounted for 25.8% of all online sales. Apple users also seemed hungrier for deals than their Android frenemies. IBM’s benchmark data shows that iOS devices drove 21% of online sales, while Android devices drove 4.6%.
Consumers not only opened their belts the day after Thanksgiving; they also opened their wallets. Black Friday online sales increased 18.9%, according to the benchmark, and the average order value reached $135.27. Mobile continued to ring in the holiday hoopla. Mobile traffic accounted for 39.7% of all online traffic, and mobile sales comprised 21.8% of all online sales.
Tablet shoppers seemed more aggressive than their smartphone counterparts when it came to buying. According to IBM’s benchmark, tablets accounted for 14.4% of all online sales—doubling that of smartphones, which made up 7.2%. Tablet users also spent an average of $132.75 per order, while smartphone users spent an average of $115.63.
Not sated, shoppers continued to dine on deals on Cyber Monday. According to IBM’s findings, Cyber Monday’s online sales surged 20.6% since 2012. However, shoppers spent 5% less per order than they did on Black Friday, with an average order value of $128.77. But consumers’ bank accounts weren’t the only things starting to dwindle. While Cyber Monday mobile sales accounted for 17% of all online sales, mobile sales dropped 21% since Black Friday. Likewise, Cyber Monday’s mobile traffic may have comprised 31.7% of all online traffic, but this was a 20% decrease since Black Friday.
Overall, however, Cyber Monday was fruitful for retailers and consumers alike. IBM’s benchmark data shows that retailers experienced a 12.6% higher shopping cart conversion rate on Cyber Monday over that of Black Friday.
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