From Black Friday To Cyber Monday: It’s All In The Clicks
Well, that day of the year has finally arrived.
That day where we all slink into our offices after four nice, long, official holidays where (mostly, we hope) people stay away from their computers and mobile phones and tablets and God knows whatever other else connected devices just long enough to make it feel like you got some real rest (even though many of you were probably dealing with unrelated, but similarly frustrating, realities —you know, like screaming kids and antagonizing in-laws).
And all you could do was think about how nice it would be to come back into the nice peaceful and quiet office on Monday so you could get back to…shopping.
Yes, boys and girls, cyber Monday has arrived.
But judging from the results of the IBM Coremetrics Benchmark Black Friday e-retailing analysis, you really need not worry about coming into the office anymore just so you can get yourself an extra slurp of broadband.
This is 2011, yo, all you gotta do is break out that iPad and you’ll be standing in front of Macys women’s wear or Best Buy’s electronics section in seconds!
But while you’re out there figuring out your Cyber Monday strategy, I’m going to hit the highlights reel for the weekend in e-shopping.
E-Retail Shopping: Hit ‘Em Early and Often
U.S shoppers apparently took great advantage of early sales this holiday, driving a 39.3 percent year-over-year increase in online Thanksgiving day spending while setting the stage for 24.3 percent online growth on Black Friday compared to the same period last year.
Here’s a quick snapshop of the other key trends:
- Consumer spending increases. The aggressive shopping we witnessed on Thanksgiving Day this year carried over into Black Friday, with online sales increasing 24.3 percent annually.
- Mobile Bargain Hunting. Black Friday also saw the arrival of the mobile deal seeker who embraced their devices as a research tool for both in-store and online bargains. Mobile traffic increased to 14.3 percent (compared to 5.6 percent last year).
- Mobile Sales On the Getgo. Sales on mobile devices surged to 9.8 percent (a tripling from last year’s 3.2 percent).
- Apple’s One Stop Shop. Mobile shopping was led by Apple, with the iPhone and iPad ranking one and two for consumers shopping on mobile devices (5.4 percent and 4.8 percent respectively). Together, the iPhone and iPad accounted for 10.2 percent of all online retail. Apparently, it ain’t easy bein’ an Android on Black Friday.
- The iPad Factor. Shoppers using the iPad led to more retail purchases more often per visit than other mobile devices, leading one to wonder about the real estate to deal closing ratio. The bigger the device, the larger the average order value? Possibly, but this number can’t lie: Conversion rates for the iPad were 4.6 percent, compared to 2.8 for all other mobile devices. The iPad was this weekend’s e-shopping mobile king.
- Social Influence. Shoppers referred from Social Networks generated 0.53 percent of all online sales on Black Friday, with Facebook leading the pack and accounting for a full 75 percent of all social network traffic.
- Social Media Chit Chat. Boosted by a 110 percent increase in discussion volume compared to 2010, top discussion topics on social media sites immediately before Friday showed a focus on the part of consumers to share tips on how to avoid the rush. Topics included out-of-stock concerns, waiting times and parking, and a spike in positive sentiment around Cyber Monday sales.
- Surgical Shopping Goes Mobile: Mobile shoppers demonstrated a laser focus that surpassed that of other online shoppers with a 41.3 percent bounce rate on mobile devices versus online shopping rates of 33.1 percent.
This data came from findings of the IBM Coremetrics fourth annual Black Friday Benchmark, which tracks more than a million transactions a day, analyzing terabytes of raw data from 500 retailers nationwide.
With this data, IBM helps retailers better understand and respond to their customers — across the organization — improving sourcing, inventory management, marketing, sales, and services programs.
You can get more background on the study here.