Black Friday has attracted buyers but only for top favourable deals

Interesting aspects delivered also comScore, another leader in measuring the digital work and reported desktop retail e-commerce spending in the US for the first 29 days of the November-December 2013 holiday season, to date Americans (66,1 million people, or +16.0 %) were spending USD 20.6 billion online, this is an increase against 2012 of 3.0 %. There preferred retailer sites were Amazon, eBay, Wal-Mart, Best Buy and Target.  Black Friday 2013 (November 29) registered USD 1.198 billion in desktop online sales, making it the season’s first billion dollar day and heaviest online spending day to date plus a 15 % increase as to the one in 2012. Thanksgiving Day (November 28), traditionally a lighter day for online holiday spending, achieved an increase of 21 % to USD 766 million.

Apparel and Accessories were with 28 % the most popular in holiday category spending, followed by computer hardware with 19 % share, consumer electronics with 7 %, consumer packaged goods 5 % and shipping Services 5 %. All other product categories amounted to 36 %.

Black Friday has attracted buyers but only for top favourable deals

The first results from Black Friday and the holiday weekend in the U.S. traditionally starting the Christmas Shopping Season reveal that people were hunting only for deals, but they are planning to spend around US 700 for Christmas gifts, less than a year ago

20131130140126ENPRNPRN-IBM-DIGITAL-ANALYTICS-BENCHMARK-BLACK-FRIDAY-1y-1385820086MRIBM Digital Analytics Benchmark reports a new record for online sales in the U.S. On Thanksgiving Day online sales grew 19.7 % to compare with 2012, and Black Friday sales increased 19 %. The average order value for Black Friday was earmarked at USD 135.27 or 2.2 % more than a year ago.

The top five cities were New York City, followed by Atlanta, Los Angeles, Washington, D.C. and Chicago.

Also mobile shopping traffic increased 39.7 % of all online traffic, an increase of 34 % over Black Friday 2012. Mobile sales were strong, reaching 21.8 % of total online sales, an increase of nearly 43 % against last year.

The bought items are smart phone reaching 24.9 % of all online traffic on Black Friday, compared to tablets at 14.2 % making it the browsing device of choice. Tablets drove 14.4 % of all online sales, double that of smart phones, they accounted for 7.2 % of all online sales. Tablet users spent on average USD 132.75 per order compared to smart phone users who spent USD 115.63 or a difference of 15 %. It has to be added that retailers on average sent 37 % more push notifications (alert messages and popup notifications from apps installed on customer’s mobile device. Average daily retail app installations grew by 23 %. Retailers sent more notifications on Thanksgiving Day than Black Friday.

The influence of social networks is considerable. On average, holiday shoppers referred from Pinterest on Black Friday spent 77 % more per order than shoppers referred from Facebook. Facebook average order value settled at USD 52.30, whereas Pinterest average order value was USD 92.51. On the other hand, Facebook referrals converted sales were nearly four times the rate of Pinterest.

IBM Digital Analytics Benchmark reported real time trends across the four hottest retail categories this holiday season: Black Friday total online sales of department stores grew 61.4 % against 2012, with mobile percentage of sales growing by 46.4 %. Average order value settled at USD 146.84, or an increase of 15 % over 2012.

Health and Beauty Black Friday total online sales grew by 28 %, with mobile percentage of sales growing by 65 %. Average order value was USD 66.32, an increase of 3.2 % against 2012.

Home goods Black Friday total online sales grew by 16.8 % against 2012, with mobile percentage of sales growing by 24 %. Average order value was USD 207.80, an increase of 15 %.

Black Friday apparel sales online grew by 50.4 % over 2012, with mobile percentage of sales growing by 43 %. Average order value was USD 123.31, an increase of 3.5 % against 2012.

Interesting aspects delivered also comScore, another leader in measuring the digital work and reported desktop retail e-commerce spending in the US for the first 29 days of the November-December 2013 holiday season, to date Americans (66,1 million people, or +16.0 %) were spending USD 20.6 billion online, this is an increase against 2012 of 3.0 %. There preferred retailer sites were Amazon, eBay, Wal-Mart, Best Buy and Target.  Black Friday 2013 (November 29) registered USD 1.198 billion in desktop online sales, making it the season’s first billion dollar day and heaviest online spending day to date plus a 15 % increase as to the one in 2012. Thanksgiving Day (November 28), traditionally a lighter day for online holiday spending, achieved an increase of 21 % to USD 766 million.

Apparel and Accessories were with 28 % the most popular in holiday category spending, followed by computer hardware with 19 % share, consumer electronics with 7 %, consumer packaged goods 5 % and shipping Services 5 %. All other product categories amounted to 36 %.

More information is available from the following link.

www.ibm.com/benchmark


Leave a Reply

Your email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.