Judging by the Black Friday and Thanksgiving in-store madness across the country, it’s no surprise that more consumers are turning to online purchases and browsing for deals.
Both Thanksgiving and Black Friday saw increases in online shopping and browsing compared to last year. And for the first time, online traffic from mobile devices outpaced traditional desktop PCs on Thanksgiving Day.
After analyzing customer transaction data, IBM found that on Thanksgiving day, browsing on smartphones and tablets accounted for 52.1 percent of all online traffic, and online sales on that day were up 14.3 percent compared to 2013.
Black Friday also saw a surge in both online and mobile shopping with more consumers relying on their devices while in stores for comparison shopping. Overall Black Friday online sales were up 9.5 percent year-over-year with mobile devices accounting for one-in-four of all online purchases. New York City retained its top ranking as the top U.S. city for Black Friday online shopping.
Here are more IBM findings:
• Smartphones Browse, Tablets Buy: As the new digital shopping companion for many consumers, smartphones drove 34.7 percent of all Black Friday online traffic, more than double that of tablets, which accounted for 14.6 percent of all traffic. Yet, when it comes to mobile sales, tablets continue to win the shopping war – driving 16 percent of online sales compared to 11.8 percent for smartphones, a difference of 35.5 percent. Tablet users also averaged $126.50 per order compared to $107.55 for smartphone users, a difference of 17.6 percent.
• Thanksgiving Eats Into Black Friday Sales: Thanksgiving Day online sales increased 14.3 percent over 2013, with Black Friday up 9.5 percent year-over-year. Average order value on Thanksgiving was $125.25, down 1.8 percent over 2013; Black Friday was $129.37, down 4.4 percent.
• Black Friday online sales were 63.5 percent higher than Thanksgiving Day. This is a decrease from 2013, however, when it was 70 percent higher as Thanksgiving online sales continue to eat into Black Friday shopping.
• Top Five U.S. Cities for Online Shopping: New York City claimed the top spot for Black Friday online shopping followed by Washington, D.C.; Atlanta, GA; Los Angeles, CA; and Chicago, IL. New York City shoppers spent on average $121.91 per order on Black Friday.