Email drove the most online sales on Black Friday and accounted for 25.1% of all online orders this year, according to a report from Custora. Online shopping on Black Friday this year rose 16.1% compared with 2014. Order growth and average order value also rose on Black Friday this year -- at 15.6% and 0.5%, respectively.
This growth is likely attributable to mobile shopping, which Custora reports accounted for 36.1% of online shopping this year -- up from 30.1% in 2014. iOS users are more likely to shop, as 77.6% of all mobile orders occurred on an Apple device. Android users accounted for 22.1% of shoppers, a slight increase from 19.5% in 2014.
The data comes from Custora’s E-Commerce Pulse, a free online dashboard that email marketers can use to review statistics and benchmarking data from over 200 retailers and 500 million shoppers.
The numbers closely parallel IBM’s holiday sales report, which says online traffic increased 16.6% this year and that mobile sales accounted for 35.3% of all online sales.
Email marketing and ecommerce were bright beacons on an otherwise dreary Black Friday. Although online sales rose, overall sales this year fell 10%, per research firm ShopperTrak.