The long Thanksgiving weekend including Black Friday and Cyber Monday sets the tone for the holiday season in U.S. This year was no different. In fact, the shopping trends, channels, sales, etc. grew at a phenomenal rate this year. According to the latest cloud-based analytics findings from IBM, Thanksgiving Day reported a 19.7 percent increase in online sales and Black Friday’s online sales grew 18.9 percent. However, the biggest online shopping day by U.S. shoppers was Cyber Monday, which made a record of 20.6 percent increase in online sales which grew 16.5 percent over the same period in 2012.
With an increase in online sales across multiple channels, business leaders are turning to cloud-based, real-time analytics from IBM to understand and act on consumer trends in real time. IBM is uniquely positioned to help marketing, e-commerce, merchandising and customer service divisions build deeper customer relationships across every touch in the business cycle. Let’s take a look at IBM's real-time analytics alerts that helped our customers worldwide to analyze and gain insights from these record-breaking shopping holidays trends:
Online Sales Set New Record: Cyber Monday online sales grew by 20.6 percent over 2012. Average order value was $128.77, down 1 percent year-over-year.
Top Five Cities for Cyber Sales: New York took the top spot for total online retail sales on Cyber Monday. Rounding out the top five were Washington D.C., Los Angeles, Chicago and Atlanta.
Mobile Shopping Soars: Cyber Monday mobile traffic grew to 31.7 percent of all online traffic, increasing by 45 percent over 2012. Mobile sales were also very strong, exceeding 17 percent of total online sales, an increase of 55.4 percent year-over-year.
Smartphones Browse, Tablets Buy: On Cyber Monday and Black Friday, smartphones drove 19.7 percent and 24.9 percent of all online traffic compared to tablets at 11.5 percent and 14.2 percent respectively, making it the browsing device of choice. When it comes to sales, tablets drove 11.7 percent and 14.4 percent of all online sales on Cyber Monday and Black Friday, more than double that of smartphones, which accounted for 5.5 percent and 7.2 percent respectively. On average, tablet users spent $126.30 per order compared to smartphone users who spent $106.49 on Cyber Monday.
iOS vs. Android: On average, iOS users spent $120.29 per order, compared to $106.70 per order for Android on Cyber Monday. iOS traffic reached 22.4 percent of all online traffic, compared to 9.1 percent for Android. iOS sales reached 14.5 percent of all online sales, compared to 2.6 percent for Android on Cyber Monday.
Retailers “Push” Promotions to Mobile Shoppers*: On average, retailers sent 77 percent more “push” notifications during the five day holiday shopping period. Average daily retail app installations also grew by 29 percent.
The Social Influence – Facebook vs. Pinterest: On average, holiday shoppers referred from Facebook spent 6 percent more per order than shoppers referred from Pinterest. Facebook average order value was $97.81 versus Pinterest average order value which was $92.40. Facebook referrals converted sales at a rate 38 percent higher than Pinterest.
Overall, Cyber Monday outpaced Black Friday with online sales up 31.5 percent over Black Friday this year. Cyber Monday shoppers spent 5 percent less per order with an average order value of $128.77 compared with $135.27 for Black Friday. In order to lock in the best deals, shoppers actually purchased the items they added to their online shopping carts at a 12.6 higher rate on Cyber Monday than Black Friday. Mobile sales and traffic decreased between Black Friday and Cyber Monday as shoppers went back to work and school. Cyber Monday mobile sales were down 21 percent, and mobile traffic down 20 percent, from Black Friday. Supporting these overall trends, the IBM Digital Analytics Benchmark also reported real-time trends across four of the hottest retail categories this holiday season:
Department Stores: Cyber Monday total online sales grew by 70.3 percent over 2012, with mobile sales growing 52 percent year-over-year. Average order value was $161.83, up 18.7 percent year-over-year.
Health and Beauty: Cyber Monday total online sales grew by 65.1 percent over 2012, with mobile sales growing 84 percent year-over-year. Average order value was $60.22, an increase of 6.8 percent year-over-year.
Home Goods: Cyber Monday total online sales grew by 26.5 percent over 2012, with mobile sales growing 40.5 percent year-over-year. Average order value was $182.19, an increase of 9.2 percent year-over-year.
Apparel: Cyber Monday total online sales grew by 22.5 percent over 2012, with mobile sales growing by 58.3 percent year-over-year. Average order value was $102.83, a decrease of 6.9 percent year-over-year.
These updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide. Visit the IBM Digital Analytics Benchmark Hub to access full reports and real-time updates on holiday shopping trends from Thanksgiving through Cyber Monday. Do not forget to send your feedback and share your shopping experiences with us on Twitter @IBMSDE.
IBM Systems and Technology Group