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Holiday Benchmark Data Alert: Updated Thursday, November 27, 6:30 pm EST

6 PM ET Alert: Shoppers make room for second helping of Thanksgiving online deals


This alert looks at U.S. online shopping transactions observed as of 6 p.m. EST today on Thanksgiving as consumers, retailers and marketers got an early start on the holiday shopping season. Our next alert, a Thanksgiving Day recap, will follow tomorrow at 7 a.m. EST.

  • Online sales were up 12.2 percent over the same period on Thanksgiving 2013
  • Mobile traffic accounted for 47.4 percent of all online traffic, an increase of 26.1 percent YoY
  • Mobile sales accounted for 29.7 percent of all online sales, an increase of 26.5 percent YoY

Let's take a closer look at the key drivers behind these early Thanksgiving Day trends:

  • Consumers Cash-In on Online Bargains: Average order value was $130.39 resulting in flat growth over 2013. Shoppers also purchased an average of 4.4 items per order, an increase of 20.7 percent. This trend may indicate that shoppers are becoming more comfortable and digitally savvy in how they use online coupons and rebates to secure the best bargains.
  • Smartphones Browse, Tablets Buy: Smartphones drove 33.2 percent of total online traffic, more than double that of tablets, which accounted for 13.9 percent of all online traffic. However, tablets are winning the shopping war. Tablet sales accounted for 16.1 percent of online sales, compared to smartphones, which accounted for 13.5 percent of total online sales, a difference of 19.3 percent.
  • The Desktop is Not Dead: Even as mobile shopping continues to grow, many consumers chose a more traditional online experience. Desktop PC traffic represented 52.4 percent of all online traffic, and 70.1 percent of all online sales. Further, consumers spent more money on their desktops with an average order value of $138.89 compared to their mobile devices at $115.28, a difference of 20.5 percent.
  • Apple iOS vs. Android: Apple iOS once again led the way in mobile shopping this holiday season, outpacing Android across three key metrics as of 6 p.m. EST today:
    • Average Order Value: Apple iOS users averaged $121.73 per order compared to $97.14 for Android users, a difference 25.3 percent
    • Online Traffic: Apple iOS traffic accounted for 32.1 percent of total online traffic, more than double that of Android, which drove 14.8 percent of all online traffic
    • Online Sales: Apple iOS sales accounted for 22.9 percent of total online sales, more than three times that of Android, which drove 6.6 percent of all online sales.
  • Facebook vs. Pinterest: As marketers continue to rely on social channels to drive brand loyalty and sales, IBM analyzed trends across two leading sites, Facebook and Pinterest. Facebook referrals drove an average of $106.77 per order, while Pinterest referrals averaged $89.05 per order.

These insights are delivered to retailers and marketers through IBM's Smarter Commerce portfolio, drawing upon innovation developed through the company's $3.5 billion investments in commerce and customer engagement solutions, as well as expertise gained from work with 8,000 global brands and 35,000 client commerce engagements.

Earlier Alerts

11.27.2014, 3 PM ET: Online shoppers continue to feast on online deals as Thanksgiving rolls on


This alert looks at U.S. online shopping transactions observed as of 3 p.m. EST today on Thanksgiving as consumers, retailers and marketers got an early start on the holiday shopping season. Our next alert will follow later today at 6 p.m. EST today.

  • Online sales were up 11 percent over the same period on Thanksgiving 2013
  • Mobile traffic accounted for 46.1 percent of all online traffic, an increase of 26.8 percent YoY
  • Mobile sales accounted for 29.2 percent of all online sales, an increase of 27.7 percent YoY

Let's take a closer look at the key drivers behind these early Thanksgiving Day trends:

  • Consumers Cash-In on Online Bargains: Average order value was $131.30, resulting in flat growth over 2013. Shoppers also purchased an average of 4.5 items per order, an increase of 21.7 percent. This trend may indicate that shoppers are becoming more comfortable and digitally savvy in how they use online coupons and rebates to secure the best bargains.
  • Smartphones Browse, Tablets Buy: Smartphones drove 32 percent of total online traffic, more than double that of tablets, which accounted for 13.7 percent of all online traffic. However, tablets are winning the shopping war. Tablet sales accounted for 15.9 percent of online sales, compared to smartphones, which accounted for 13.2 percent of total online sales, a difference of 20.7 percent.
  • The Desktop is Not Dead: Even as mobile shopping continues to grow, many consumers chose a more traditional online experience. Desktop PC traffic represented 53.7 percent of all online traffic, and 70.7 percent of all online sales. Further, consumers spent more money on their desktops with an average order value of $140.33 compared to their mobile devices at $115.57, a difference of 21.4 percent.
  • Apple iOS vs. Android: Apple iOS once again led the way in mobile shopping this holiday season, outpacing Android across three key metrics as of 3 p.m. EST today:
    • Average Order Value: Apple iOS users averaged $122.08 per order compared to $97.25 for Android users, a difference 25.5 percent
    • Online Traffic: Apple iOS traffic accounted for 31.2 percent of total online traffic, more than double that of Android, which drove 14.4 percent of all online traffic
    • Online Sales: Apple iOS sales accounted for 22.5 percent of total online sales, more than three times that of Android, which drove 6.5 percent of all online sales.
  • Facebook vs. Pinterest: As marketers continue to rely on social channels to drive brand loyalty and sales, IBM analyzed trends across two leading sites, Facebook and Pinterest. Facebook referrals drove an average of $105.22 per order, while Pinterest referrals averaged $89.54 per order.

These insights are delivered to retailers and marketers through IBM's Smarter Commerce portfolio, drawing upon innovation developed through the company's $3.5 billion investments in commerce and customer engagement solutions, as well as expertise gained from work with 8,000 global brands and 35,000 client commerce engagements.

11.27.2014, 12 PM ET: An appetizing start to Thanksgiving online shopping


Below is the 12 PM ET online shopping data alert with real-time data from the IBM Digital Analytics Benchmark. This alert looks at U.S. online shopping transactions observed as of 12 p.m. EST today, Thanksgiving—as consumers, retailers and marketers got an early start on the holiday shopping season. Our next alert will follow later today at 3 p.m. EST today.

  • Online sales were up 11.3 percent over the same period on Thanksgiving 2013
  • Mobile traffic accounted for 44.5 percent of all online traffic, an increase of 26.9 percent YoY
  • Mobile sales accounted for 28.4 percent of all online sales, an increase of 27.9 percent YoY

Let's take a closer look at the key drivers behind these early Thanksgiving Day trends:

  • Consumers Cash-In on Online Bargains: Average order value was $131.97, resulting in flat growth over 2013. Shoppers also purchased an average of 4.5 items per order, an increase of 22.3 percent. This trend may indicate that shoppers are becoming more comfortable and digitally savvy in how they use online coupons and rebates to secure the best bargains.
  • Smartphones Browse, Tablets Buy: Smartphones drove 30.9 percent of total online traffic, more than double that of tablets, which accounted for 13.2 percent of all online traffic. However, tablets are winning the shopping war. Tablet sales accounted for 15.3 percent of online sales, compared to smartphones, which accounted for 13 percent of total online sales, a difference of 17.8 percent.
  • The Desktop is Not Dead: Even as mobile shopping continues to grow, many consumers chose a more traditional online experience. Desktop PC traffic represented 55.3 percent of all online traffic, and 71.5 percent of all online sales. Further, consumers spent more money on their desktops with an average order value of $141.09 compared to their mobile devices at $115.85, a difference of 21.8 percent.
  • Apple iOS vs. Android: Apple iOS once again led the way in mobile shopping this holiday season, outpacing Android across three key metrics as of 12 p.m. EST today:
    • Average Order Value: Apple iOS users averaged $122.02 per order compared to $99.05 for Android users, a difference 23.2 percent
    • Online Traffic: Apple iOS traffic accounted for 29.9 percent of total online traffic, more than double that of Android, which drove 14.2 percent of all online traffic
    • Online Sales: Apple iOS sales accounted for 21.6 percent of total online sales, more than three times that of Android, which drove 6.6 percent of all online sales.
  • Facebook vs. Pinterest: As marketers continue to rely on social channels to drive brand loyalty and sales, IBM analyzed trends across two leading sites, Facebook and Pinterest. Facebook referrals drove an average of $102.48 per order, while Pinterest referrals averaged $85.86 per order.

These insights are delivered to retailers and marketers through IBM's Smarter Commerce portfolio, drawing upon innovation developed through the company's $3.5 billion investments in commerce and customer engagement solutions, as well as expertise gained from work with 8,000 global brands and 35,000 client commerce engagements.

11.26.2014, 5 pm ET: Online shopping action simmers with early Turkey Week deals


Gift buyers drive nearly 9% online sales growth on Monday and Tuesday in the run up before the main shopping event


This alert looks at U.S. online shopping transactions observed the days leading up to Thanksgiving—Monday, Nov. 24 and Tuesday, Nov. 25—as consumers, retailers and marketers got an early start on the holiday shopping season. Our next alert will follow tomorrow at 12 p.m. EST (Thanksgiving).

Here are the online shopping trends reported by IBM's real-time analytics during the days leading up to Thanksgiving:

  • Online sales were up 8.8 percent over the same two-day period in 2013
  • Mobile traffic accounted for 39.1 percent of all online traffic, an increase of 22.4 percent YoY
  • Mobile sales accounted for 17 percent of all online sales, an increase of 24.7 percent YoY

Let's take a closer look at the key drivers behind these early holiday trends:

  • Consumers Cash-In on Online Bargains: Average order value was $124.14, a decrease of 2 percent over the same period in 2013. Shoppers also purchased an average of 4.6 items per order. This trend may indicate that shoppers are becoming more comfortable and digitally savvy in how they use online coupons and rebates to secure the best bargains.
  • Smartphones Browse, Tablets Buy: Smartphones drove 26.7 percent of total online traffic, more than double that of tablets, which accounted for 12 percent of all online traffic. However, tablets are winning the shopping war. Tablet sales accounted for 10.1 percent of online sales, nearly twice as much as smartphones, which accounted for 6.8 percent of total online sales.
  • The Desktop is Not Dead: Even as mobile shopping continues to grow, many consumers chose a more traditional online experience. Desktop PC traffic represented 60.7 percent of all online traffic, and 83 percent of all online sales. Further, consumers spent more money on their desktops which an average order value of $130.14 compared to their mobile devices at $100.94, a difference of 29 percent.
  • Apple iOS vs. Android: Apple iOS once again led the way in mobile shopping this holiday season, outpacing Android across three key metrics over the two-day period:
    • Average Order Value: Apple iOS users averaged $106.50 per order compared to $84.84 for Android users, a difference 25.5 percent
    • Online Traffic: Apple iOS traffic accounted for 26 percent of total online traffic, more than double that of Android, which drove 12.7 percent of all online traffic
    • Online Sales: Apple iOS sales accounted for 13.1 percent of total online sales, nearly four times that of Android, which drove 3.7 percent of all online sales
  • Facebook vs. Pinterest: As marketers continue to rely on social channels to drive brand loyalty and sales, IBM analyzed trends across two leading sites, Facebook and Pinterest. Facebook referrals drove an average of $107.67 per order while Pinterest referrals averaged $114.19 per order. However, Facebook referrals converted sales at more than twice the rate of Pinterest.

The IBM Digital Analytics Benchmark also reported real-time trends across four of the hottest retail categories this holiday season:

  1. Department Stores:   Over the past two days, total online sales grew by 14.2 percent over 2013. Average order value was $146.03, a decrease of 9.2 percent year-over-year.

  2. Health and Beauty:  Over the past two days, total online sales decreased by 3.7 percent over 2013. Average order value was $66.85, a decrease of 2.3 percent year-over-year.

  3. Home Goods:  Over the past two days, total online sales grew by 25.1 percent over 2013. Average order value was $218.57, an increase of 9 percent year-over-year.

  4. Apparel:  Over the past two days, total online sales were flat over 2013. Average order value was $113.75, a decrease of 3.7 percent year-over-year.

These insights are delivered to retailers and marketers through IBM's Smarter Commerce portfolio, drawing upon innovation developed through the company's $3.5 billion investments in commerce and customer engagement solutions, as well as expertise gained from work with 8,000 global brands and 35,000 client commerce engagements.

 

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