• by Chuck Martin , Staff Writer, January 31, 2020

As expected, mobile was prominent in the holiday shopping season.

A new tally now shows that it was actually a massive year for mobile commerce, with a 68% annual increase in overall mobile spending per shopper.

The total number of orders per shopper increased 38%, according to the report, based on data from the Button platform, comprising data from more than 300 brands and publishers.

Even with the shorter season, shoppers spent an average of $197 -- an increase of 17% from last year, with the average order value of $59, a 23% increase from 2018.

New customers (those who hadn’t made a purchase within the last year) spent an average of $75 per order compared to active customers, who spent an average of $41 per order.

New customers made up 81% of all customers over the holiday season and contributed to 52% of all holiday spending, according to the report.