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The what, why and how of retail shopping

The what, why and how of retail shopping

IBM Digital Analytics Benchmark enriched by Watson cognitive computing


Watson Trend Data Alert: Updated Monday, November 30, 2015

IBM’s Watson Predicts Cyber Monday’s Top Products and Trends

Strong Thanksgiving and Black Friday Online Sales to Spur Double-Digit Growth Today


 
IBM predicts Cyber Monday online sales will grow by more than 18 percent compared to 2014. Driven by a surge in mobile shopping, consumers indicate that Samsung, Sony and LG TVs as well as Apple Watch and Beats by Dre are at the top of their shopping lists, according to the IBM Watson Trend App.

IBM Watson Trend features the hottest 100 consumer electronics, toys and health and fitness products at any given time and is available for free download in the Apple App Store. For Cyber Monday IBM has identified the following popular products and the stories behind them:
  • Nike Shoes: Watson discovered consumers are flocking to brands that offer “barefoot running” or “natural running” shoes marketed to help prevent injury. Watson found that Nike shoe owners in particular are talking about Nike’s Free, the Air Max and Flyknit Racing Shoes, which offer color, design and versatility as both athletic and casual footwear.
  • Skylanders: Skylanders has helped drive the toys-to-life video game movement, where physical and virtual worlds merge. According to Watson, excitement around the latest version is less about new characters or vehicles, but the ability to play the game on multiple screens. Ironically, parents are also drawn to the game because many children choose to turn off the screen and play with Skylanders action figures.
  • Star Wars Droids: Star Wars mania extends beyond Legos. Watson has identified growing excitement around the new R2-D2 Astromech Interactive Droid that walks, spins, and turns its head realistically. According to Watson, R2D2 is being hailed by many as the perfect gift for Star Wars fans. Watson has also identified buzz around the pricier BB-8 that responds to human voice-commands and shows and records holographic videos.
  • Hoverboard: Hoverboards bring consumers one step closer to the fictional product that debuted in the 1985 film Back to the Future. Watson finds that conversations around these single-wheeled self-balancing scooters are driven by high-profile celebrities like Wiz Khalifa and Usain Bolt. Called the Razor scooter of the 2010s, Watson finds that Hoverboards are popular amongst tech-lovers and boarders of all ages.

IBM has also identified the fastest trending products for Cyber Monday These are based on impact (size of the conversation) and momentum (the rate of growth of the conversation):
  • Nintendo 3DS XL
  • Brother Printers
  • EPSON Printers
  • JBL Speakers
  • Motorola Moto X Cell Phone
In addition to popular products and trends, IBM also reports that the weekend leading up to Cyber Monday has set the stage for strong online sales today. IBM Watson Trend identified the following shopping insights from this past Saturday and Sunday:
  • Online Sales on the Rise: Online sales for the weekend were up 25.5 percent over the same weekend in 2014.  
  • Consumers Cash in on Weekend Deals: The average order value for the mobile and desktop shopper combined for the weekend were $130.57, up 5.5 percent over 2014.
  • Tablets Out Spend Desktops: Tablets average order value of $140.70 exceeded that of desktops, which ended the day at $138.30. Smartphone shoppers spent $111.29 per order, an increase of 6.1 percent over 2014.
  • Smartphones Shoppers Dominate: Smartphones remained the shopper’s device of choice. Smartphones accounted for 44 percent of all online traffic, more than three times that of tablets at 14.1 percent. Smartphones surpassed tablets in sales, driving 18.6 percent of online sales (up 65.7 percent over 2014) versus tablets at 17.7 percent.

Earlier Alerts

Friday, November 27, 2015
IBM’s Watson Predicts the Top Products and Trends for Black Friday

Strong Thanksgiving Day Online Sales to Drive-Double Digit Growth Today.


IBM predicts online sales will grow by more than 14.5 percent over 2014. Led by mobile shopping, consumers indicate the Apple Watch, Samsung, Sony and LG TVs, Microsoft Surface Pro 4 and more are at the top of their shopping lists, according to the IBM Watson Trend App.

Available for free download in the Apple App Store, IBM Watson Trend features the hottest 100 consumer electronics, toys and health and fitness products at any given time.

For Black Friday IBM has identified additional popular products and the stories behind them:

  • Beats by Dre: Beats headphones, earbuds, and speakers have been wildly popular since first appearing in 2008. Watson finds growing chatter around the Beats Solo2 Wired On-Ear headphones as well as the release of Dr. Dre's unheard tracks on Apple’s Beats 1 streaming music channel. Additional trending headphones include Sennheiser, Bose, Skullcandy and Sure.
  • Jordan Shoes: Known best for its original Air Jordan line of basketball sneakers, Jordan Brand has released a new line of performance running shoes. Watson finds that the line is being lauded for both their aesthetics and foot support and is gaining popularity among consumers who sported the original sneakers in the 1990s.
  • Nintendo Super Smash Bros: Nintendo’s Super Smash Bros for Wii U is generating significant buzz and Watson knows why. While the game features popular Nintendo characters such as Mario, Donkey Kong and Pokémon, it’s the “unprecedented” addition of Final Fantasy’s Cloud Strife that has gamers buzzing with excitement.
  • MeccaNoid Personal Robots: Personal robots including those from Star Wars are popular this year but many parents are also looking to more “edutainment” focused gifts. Watson reports that many parents are looking at MeccaNoid, which teaches kids from ages 8 to 12 how to create, learn and code so they can ultimately build their own robot.

IBM has also identified the fastest trending products. These are based on the impact (size of the conversation) and the momentum (the rate of growth of the conversation):

  • Toshiba Satellite Laptops
  • Disney Princess Legos
  • NordicTrack Treadmills
  • Klipsch Speakers
  • Asus Zenbook Laptop

IBM Watson Trend not only reports on what products are popular and why but how consumers are shopping. According to IBM, mobile led the way for early-Black Friday shoppers who are spending more money on gifts this year than in 2014. IBM Watson Trend identified the following Thanksgiving Day shopping insights:

  • Consumer Spending Remains Strong: Online sales for Thanksgiving were up 26 percent over the same day in 2014, with consumers spending $123.45 per order
  • Mobile Shopping Sets New Records: Mobile traffic reached nearly 60 percent of all online traffic, an increase of 14.8 percent over 2014. Mobile sales also grew, with 40 percent of all online sales coming from mobile devices, an increase of 23.8 percent over Thanksgiving Day 2014.
  • Smartphone Shoppers Dominate: Smartphones were the Thanksgiving shopper’s device of choice, accounting for 46.7 percent of all online traffic versus tablets at 13.7 percent. Smartphones also surpassed tablets in sales, driving 23.9 percent of online sales versus tablets at 16.1 percent.

IBM Watson Trend leverages natural language and machine learning technologies to uncover consumer preferences, pinpoint patterns and trends and reveal why people are choosing certain products or brands. IBM Watson Trend also features predictive analytics that allow it to forecast if a particular trend is a fleeting fad or will continue to remain strong.


Thursday, November 26, 2015
The day before Thanksgiving hits record high online sales

Online retail sales increased by 35% with consumers spending more per order.


Consumers continue to cash in on holiday deals BEFORE we reach Thanksgiving Day. Yesterday, online sales were up 35 percent over the same day in 2014, with consumers spending $9.10 more per order than last year.

The following alert looks at U.S. online shopping trends and transactions observed on Wednesday, November 25. Key trends include the following:

  • Fastest Trending Products: According to IBM Watson Trend some of the fastest trending products include Grand Theft Auto, Pebble Time, Skullcandy Headphones, Nvidia Shield tablets and Acer Aspire laptops.
  • Pre Thanksgiving Spending Continues to Soar: Consumers spent more per order yesterday than they did on this day in 2014. The average order value for the mobile and desktop shopper combined for Wednesday was $130.42, up $9.10 over this day last year.
  • Consumers Balance Mobile and Desktop Shopping: While wrapping up the work week consumers continue to shop via their mobile devices—mobile traffic accounted for 51.7 percent of all online traffic, an increase of 19 percent over 2014. Mobile sales also grew, with 30.6 percent of all online sales coming from mobile devices, an increase of 45.3 percent over last year.
  • Mobile Shoppers Spend Big: Mobile shoppers spent $121.02 per order, $18.86 more per order than they did in 2014. Desktop had the highest average order value of $138.86 (up $10.80 over 2014) followed by tablets at $133.23 (up $25.40 over 2014).
  • Smartphones Shoppers Dominate: Smartphones remain the holiday shopper’s device of choice. On Wednesday, smartphones accounted for 40.4 percent of all online traffic, more than three and a half times that of tablets at 11.2 percent. Smartphones also surpassed tablets in sales, driving 17.2 percent of online sales versus tablets at 13.4 percent.

Wednesday, November 25, 2015
More consumers shopping before Thanksgiving day

Online retail sales data shows increase of 21% year-over year with smartphones beating out tablets in percentage sales.


More and more consumers are shopping BEFORE we reach Thanksgiving day, taking advantage of early holiday deals. Yesterday, online sales were up 21 percent over the same day in 2014.

The following alert looks at U.S. online shopping trends and transactions observed on Tuesday, November 24. Key trends include the following:

  • Fastest Trending Products: According to IBM Watson Trend some of the fastest trending products include Sony Xperia Tablets, Lego Ninjago, Nintendo 3DS XL, Schleich Toy Pets and Acer Aspire Laptops.
  • As Holiday Draws Closer, Consumers Are Ready to Spend:Consumers spent more per order yesterday than they did on this day in 2014. The average order value for the mobile and desktop shopper combined for Tuesday was $135.20, up nearly $6 over Monday and $5.37 over this day last year.
  • Consumers Balance Mobile and Desktop Shopping:While wrapping up the work week consumers continue to shop via their mobile devices—mobile traffic accounted for 48 percent of all online traffic, an increase of 18.5 percent over 2014. Mobile sales also grew, with 26.5 percent of all online sales coming from mobile devices, an increase of 36.3 percent over last year.
  • Mobile Shoppers Spending More on the Go:Mobile shoppers spent $12.35 more per order yesterday than they did in 2014. The average order value for mobile was $125.69, an increase of 10.9 percent over 2014. Desktop had the highest average order value of $144.38.
  • Smartphones Shoppers Dominate: Smartphones remain the holiday shopper’s device of choice. On Tuesday, smartphones accounted for 37.2 percent of all online traffic, more than three times that of tablets at 10.8 percent. Smartphones also surpassed tablets in sales, driving 14.1 percent of online sales versus tablets at 12.4 percent.

Tuesday, November 24, 2015
Consumer spending remains strong

Online retail sales data show increase of 11.2% YoY for the Monday before Thanksgiving


Consumers continue to take advantage of early holiday deals as Thanksgiving draws one day closer. Yesterday, online sales were up 11.2 percent over the same day in 2014. The following alert looks at U.S. online shopping transactions observed on Monday, November 23. Key trends include the following:

  • Consumer Spending Remains Strong: Consumers spent virtually the same per order as they did on this day in 2014. The average order value for the mobile and desktop shopper combined for Monday was $129.30, up over the weekend but down 0.25 percent over this day last year.
  • While Consumers Return to the Office, Mobile Shopping Remains Strong:While consumers returned to their work computers yesterday, many continue to shop via their mobile devices—mobile traffic accounted for 46.6 percent of all online traffic, an increase of 15.2 percent over 2014. Mobile sales also grew, with 25.9 percent of all online sales coming from mobile devices, an increase of 27.8 percent over last year.
  • Mobile Shoppers Spend on the Go:Mobile shoppers spent virtually the same amount per order as they did in 2014. The average order value for mobile was $115.38, an increase of 0.34 percent over 2014. Desktop had the highest average order value of $135.38.
  • Smartphones Shoppers Dominate: Smartphones remain the holiday shopper’s device of choice. Over on Monday, smartphones accounted for 36 percent of all online traffic, more than three times that of tablets at 10.6 percent. Smartphones also surpassed tablets in sales, driving 13.8 percent of online sales versus tablets at 12.1 percent.

Monday, November 23, 2015
Consumers took advantage of early holiday deals this past weekend, driving a 12.1 percent increase in online sales over the same two day period in 2014.

The following alert looks at U.S. online shopping transactions observed the last weekend before the Thanksgiving holiday—Saturday, Nov. 21 and Sunday, Nov. 22. Key trends include the following:

  • Consumers Are Ready to Spend: Consumers spent more money per order than they did in 2014. The average order value for mobile and desktop shopper combined, over this past weekend was $123.73,up 9.6 percent over last year.
  • Mobile Shopping Hit Record Highs: When it comes to seeking out holiday deals, consumers turned to their mobile devices over their desktop. Mobile traffic over the weekend, accounted for a record 56.9 percent of all online traffic, an increase of 16.6 percent over 2014. Mobile sales also grew, with 35.9 percent of all online sales coming from mobile devices, an increase of 35 percent over last year.
  • Mobile Shoppers Spend More On the Go: Mobile shoppers spent an average of $116.41 per order, an increase of 10.5 percent over 2014. While the gap is closing, desktop still claims the highest average order value of $128.23.
  • Smartphones Shoppers Dominate: Smartphones are the holiday shopper’s device of choice. Over the past weekend, smartphones accounted for 42.4 percent of all online traffic compared to tablets at 14.4 percent.
  • Retailers Cash in on the Tablet Shopper: Tablets surpassed smartphones in sales, driving 18.5 percent of online sales versus smartphones at 17.3 percent.

 

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