Momentum Building for Post-Thanksgiving Shopping

The Black Friday/Cyber Monday shopping week has become culturally ingrained, resulting in a lot of anticipation building for a bigger holiday shopping season this year. Consumers are also starting their shopping sprees earlier, according to data from IBM.

IBM analyzed U.S. online shopping transactions on Monday and compared the conclusions to the same day last year. Overall, online sales were up 11.2% YoY over the same day in 2014.

According to the report, consumers are spending virtually the same per order as they did last year, with the average order value for mobile and desktop shoppers combined at $129.30. That number is actually down 0.25% from the Monday before Thanksgiving last year, but it’s up over the weekend.

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Despite people returning to their work computers in the days leading up to the holiday, many are still continuing to shop via their mobile devices.

Mobile traffic accounted for 46.6% of all online traffic, up 15.2% from last year. Mobile sales grew as well, accounting for 25.9% of all online sales, up 27.8% from last year.

The volume of mobile sales has increased, but the average order value has remained fairly constant, increasing only 0.34% to $115.38 per order since 2014. Desktop still has the highest average order value at $135.38.

With regard to mobile devices, smartphones are still the tool of choice over tablets, accounting for 36% of all online traffic, more than three times the amount of traffic of tablets. Smartphones also accounted for 13.8% of online sales compared to tablets at 12.1%. 
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