Benchmark Alerts

Holiday Benchmark Data Alert: Updated Tuesday, December 3, 8:30 am Eastern

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Looking back: Cyber Monday, Black Friday & Thanksgiving Shopping in Real Time

Here's how these record-breaking shopping holidays unfolded by the hour according to IBM's real-time analytics alerts


U.S. shoppers made Cyber Monday the biggest online shopping day in history with a 20.6 percent increase in online sales, according to the latest cloud-based analytics findings from IBM (NYSE: IBM).  Mobile sales led the way, exceeding 17 percent of total online sales, an increase of 55.4 percent year-over-year.  

Cyber Monday also capped the highest five-day online sales period on record – from Thanksgiving Day through Cyber Monday – which grew 16.5 percent over the same period in 2012.  

With an increase in online sales across multiple channels, Chief Marketing Officers (CMOs), are turning to cloud-based, real-time analytics from IBM to understand and act on consumer trends in the moment.  IBM is uniquely positioned to help marketing, e-commerce, merchandising and customer service leaders build deeper customer relationships across every touch in the commerce cycle.  
       
IBM released the following trends as of 12:00 am PST:  

Cyber Monday 2013 Compared to Cyber Monday 2012:

  • Online Sales Set New Record: Cyber Monday online sales grew by 20.6 percent over 2012.  Average order value was $128.77, down 1 percent year-over-year.
     
  • Top Five Cities for Cyber Sales:  New York took the top spot for total online retail sales on Cyber Monday.  Rounding out the top five were Washington D.C., Los Angeles, Chicago and Atlanta.  

  • Mobile Shopping Soars: Mobile traffic grew to 31.7 percent of all online traffic, increasing by 45 percent over 2012.  Mobile sales were also very strong, exceeding 17 percent of total online sales, an increase of 55.4 percent year-over-year.  
             
  • Smartphones Browse, Tablets Buy:  Smartphones drove 19.7 percent of all online traffic compared to tablets at 11.5 percent, making it the browsing device of choice.  When it comes to making the sale, tablets drove 11.7 percent of all online sales, more than double that of smartphones, which accounted for 5.5 percent.  On average, tablet users spent $126.30 per order compared to smartphone users who spent $106.49.

  •  iOS vs. Android:  On average, iOS users spent $120.29 per order, compared to $106.70 per order for Android.  iOS traffic reached 22.4 percent of all online traffic, compared to 9.1 percent for Android.  iOS sales reached 14.5 percent of all online sales, compared to 2.6 percent for Android.
     
  • Retailers “Push” Promotions to Mobile Shoppers*:  On average, retailers sent 77 percent more push notifications during the five day holiday shopping period – the alert messages and popup notifications from apps installed on your mobile device – when compared to daily averages over the past two months.  Average daily retail app installations also grew by 29 percent using the same comparison.

  • The Social Influence – Facebook vs. Pinterest:  On average, holiday shoppers referred from Facebook spent 6 percent more per order than shoppers referred from Pinterest.  Facebook average order value was $97.81 versus Pinterest average order value which was $92.40.  Facebook referrals converted sales at a rate 38 percent higher than Pinterest.  

    Cyber Monday 2013 Compared to Black Friday 2013

  • Cyber Monday Outpaces Black Friday: Cyber Monday online sales were up 31.5 percent over Black Friday this year, yet consumers spent 5 percent more per order on Black Friday versus Cyber Monday.  Cyber Monday shoppers spent 5 percent less per order with an average order value of $128.77 compared with $135.27 for Black Friday.  

  • Mobile Sales and Traffic:  Mobile sales and traffic decreased between Black Friday and Cyber Monday as shoppers went back to work and school.  Cyber Monday mobile sales were down 21 percent, and mobile traffic down 20 percent, from Black Friday.
           
  • Shopping Cart Conversion Rate:  In order to lock in the best deals, shoppers actually purchased the items they added to their online shopping carts at a 12.6 higher rate on Cyber Monday than Black Friday.  

    Supporting these overall trends, the IBM Digital Analytics Benchmark also reported real-time trends across four of the hottest retail categories this holiday season:  
     
  1. Department Stores:  Cyber Monday total online sales grew by 70.3 percent over 2012, with mobile sales growing 52 percent year-over-year. Average order value was $161.83, up 18.7 percent year-over-year.

  2. Health and Beauty:  Cyber Monday total online sales grew by 65.1 percent over 2012, with mobile sales growing 84 percent year-over-year. Average order value was $60.22, an increase of 6.8 percent year-over-year.

  3. Home Goods:  Cyber Monday total online sales grew by 26.5 percent over 2012, with mobile sales growing 40.5 percent year-over-year. Average order value was $182.19, an increase of 9.2 percent year-over-year.

  4. Apparel:  Cyber Monday total online sales grew by 22.5 percent over 2012, with mobile sales growing by 58.3 percent year-over-year. Average order value was $102.83, a decrease of 6.9 percent year-over-year.

    To access full reports and real-time updates on holiday shopping trends from Thanksgiving through Cyber Monday, visit the IBM Digital Analytics Benchmark Hub at www.ibm.com/benchmark.  For information on how IBM’s real-time analytics delivered through the cloud can improve end-to-end customer engagement, visit www.ibm.com/smartercommerce.  

    *Denotes Xtify-specific mobile app data not included in the IBM Digital Analytics Benchmark report. Xtify is a leading provider of multi-channel mobile messaging solutions. The Xtify platform provides marketers and developers access to enterprise tools to manage complex database or automated event-driven campaigns.

Earlier Alerts

12.2.2013 9pm EST: Shoppers Ring Up Sales At Final Bell on Cyber Monday

Online Sales Still Growing at 18.8% Clip Into the Evening


Here are the online shopping trends we saw for Monday, December 2, at 9:00 p.m. EST, from the IBM Digital Analytics Benchmark. Our next update will follow tomorrow at 9 a.m. EST with a full Cyber Monday recap release.  

Overall Cyber Monday online sales are up 18.8 percent in 2013 over the same period last year.

Let’s take a closer look at some of the key drivers:

  • Mobile Traffic and Sales:  Mobile traffic accounted for 29.7 percent of all online traffic, up more than 58 percent compared to the same period last year.   Mobile sales remained strong, reaching 15.6 percent of all online sales.

  • Smartphones Browse, Tablets Buy: Smartphones drove 19.6 percent of all online traffic compared to tablets at 9.7 percent, making it the browsing device of choice.  When it comes to making the sale, tablets drove 9.8 percent of all online sales, more than one and a half times that of smartphones, which accounted for 5.7 percent.  Tablet users also averaged $128.30 per order, versus smartphone users, who averaged $110.95 per order.

  • iOS vs. Android:  As a percentage of total online sales, iOS was four and a half times higher than Android, driving 12.8 percent vs. 2.8 percent for Android. On average, iOS users spent $121.62 per order compared to $112.42 for Android users, a difference of 8 percent.  iOS also led as a component of overall traffic with 20.6 percent vs. 8.9 percent for Android.

  • The Social Influence - Facebook vs. Pinterest:  Shoppers referred from Facebook averaged $98.20 per order, versus Pinterest referrals, which drove $93.51 per order.   Facebook referrals converted sales at a 10 percent higher rate than Pinterest referrals.

    Today's updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide. Visit www.ibm.com/benchmark for real-time data alerts, or follow the hashtag #SmarterCommerce.

    Visit www.ibm.com/benchmark or follow #smartcommerce on Twitter tomorrow morning for our complete Cyber Monday wrap report tomorrow morning. For additional background on our holiday online shopping data alerts and our IBM Digital Analytics Benchmark Hub, click here for more information. 

12.1.2013 6pm EST: As the Sun Sets on Cyber Monday, Online Sales Shine, Up 17.5%

Mobile Traffic Up 61%, Tablets Drive 10% of All Online Sales


Here are the online shopping trends we saw for Monday, December 2, at 6:00 p.m. EST, from the IBM Digital Analytics Benchmark. Our next update will follow at 9 p.m. EST tonight.  

Overall Cyber Monday online sales are up 17.5 percent in 2013 over the same period last year.

Let’s take a closer look at some of the key drivers:

  • Mobile Traffic and Sales:  Mobile traffic accounted for 29.4 percent of all online traffic, up more than 61 percent compared to the same period last year.   Mobile sales remained strong, reaching 15.6 percent of all online sales.

  • Smartphones Browse, Tablets Buy: Smartphones drove 19.8 percent of all online traffic compared to tablets at 9.2 percent, making it the browsing device of choice.  When it comes to making the sale, tablets drove 9.6 percent of all online sales, more than one and a half times that of smartphones, which accounted for 5.9 percent.  Tablet users also averaged $129.82 per order, versus smartphone users, who averaged $112.34 per order.
  • iOS vs. Android:  As a percentage of total online sales, iOS was close to four and a half times higher than Android, driving 12.8 percent vs. 2.8 percent for Android. On average, iOS users spent $122.82 per order compared to $114.24 for Android users, a difference of 7.5 percent.  iOS also led as a component of overall traffic with 20.3 percent vs. 8.9 percent for Android.

  • The Social Influence - Facebook vs. Pinterest:  Shoppers referred from Facebook averaged $97.46 per order, versus Pinterest referrals, which drove $91.53 per order.   Facebook referrals converted sales at roughly the same rate as Pinterest referrals.  

    Today's updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide. Visit www.ibm.com/benchmark for real-time data alerts, or follow the hashtag #SmarterCommerce.

    Visit www.ibm.com/benchmark or follow #smartcommerce on Twitter this afternoon for continual updates on Cyber Monday online traffic and sales data, as well as our full Cyber Monday wrap report tomorrow morning. For additional background on our holiday online shopping data alerts and our IBM Digital Analytics Benchmark Hub, click here for more information. 

12.1.2013 3pm EST: Cyber Monday Mid-Day Report -- Online Sales Up 18.7% at 3:00 pm EST

Mobile Traffic Remains Strong, Up 62% as Shoppers Search for Afternoon Deals


Here are the online shopping trends we saw for Monday, December 2, 3:00 p.m. EST, from the IBM Digital Analytics Benchmark. Our next update will follow at 6 p.m. EST.

Overall Cyber Monday online sales are up 18.7 percent in 2013 over the same period last year.

Let’s take a closer look at some of the key drivers:

  • Mobile Traffic and Sales:  Mobile traffic accounted for 30 percent of all online traffic, up almost 62 percent compared to the same period last year.   Mobile sales remained strong, reaching close to 16.5 percent of all online sales.

  • Smartphones Browse, Tablets Buy: Smartphones drove 20.2 percent of all online traffic compared to tablets at 9.4 percent, making it the browsing device of choice.  When it comes to making the sale, tablets drove 10.1 percent of all online sales, almost twice that of smartphones, which accounted for 6.3 percent.  Tablet users also averaged $131.10 per order, versus smartphone users, who averaged $114.73 per order.

  • iOS vs. Android:  As a percentage of total online sales, iOS was close to four and a half times higher than Android, driving 13.4 percent vs. 3 percent for Android. On average, iOS users spent $124.18 per order compared to $117.64 for Android users, a difference of 6 percent.  iOS also led as a component of overall traffic with 20.7 percent vs. 9.1 percent for Android.

  • The Social Influence - Facebook vs. Pinterest:  Shoppers referred from Facebook averaged $99.60 per order, versus Pinterest referrals, which drove $95.30 per order.   Facebook referrals converted sales at the same rate as Pinterest referrals.  

    Today's updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide. Visit www.ibm.com/benchmark for real-time data alerts, or follow the hashtag #SmarterCommerce.

    Visit www.ibm.com/benchmark or follow #smartcommerce on Twitter this afternoon for continual updates on Cyber Monday online traffic and sales data, as well as our full Cyber Monday wrap report tomorrow morning. For additional background on our holiday online shopping data alerts and our IBM Digital Analytics Benchmark Hub, click here for more information. 


12.1.2013 12pm EST: Cyber Monday Online Sales Up 21% in Early Returns

Mobile Traffic Also Up 58% Over 2012

Here are the online shopping trends we saw for Monday, December 2, 12:00 p.m. EST, from the IBM Digital Analytics Benchmark. Our next update will follow at 3 p.m. EST.

Overall Cyber Monday online sales are up 21.4 percent in 2013 over the same period last year.

Let’s take a closer look at some of the key drivers:

  • Mobile Traffic and Sales:  Mobile traffic accounted for more than 31 percent of all online traffic, up 58 percent compared to the same period last year.   Mobile sales remained strong, reaching close to 18 percent of all online sales.

  • Smartphones Browse, Tablets Buy: Smartphones drove 20.7 percent of all online traffic compared to tablets at 10 percent, making it the browsing device of choice.  When it comes to making the sale, tablets drove 11 percent of all online sales, almost twice that of smartphones, which accounted for 6.8 percent.  Tablet users also averaged $132.73 per order, versus smartphone users, who averaged $117.30 per order.
     
  • iOS vs. Android:  As a percentage of total online sales, iOS was more than four times higher than Android, driving 14.4 percent vs. 3.4 percent for Android. On average, iOS users spent $125.91 per order compared to $121.34 for Android users, a difference of 4 percent.  iOS also led as a component of overall traffic with 21.4 percent vs. 9.5 percent for Android.

  • The Social Influence - Facebook vs. Pinterest:  Shoppers referred from Facebook averaged $101.52 per order, versus Pinterest referrals, which drove $98.25 per order.   Facebook referrals converted sales just slightly lower than that of Pinterest referrals.  

    Today's updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide. Visit www.ibm.com/benchmark for real-time data alerts, or follow the hashtag #SmarterCommerce.

    Visit www.ibm.com/benchmark or follow #smartcommerce on Twitter this afternoon for continual updates on Cyber Monday online traffic and sales data, as well as our full Cyber Monday wrap report tomorrow morning. For additional background on our holiday online shopping data alerts and our IBM Digital Analytics Benchmark Hub, click here for more information.


12.1.2013 9am EST: Online Shopping Grows 14.5% Over Four-Day Weekend

From Thanksgiving through Sunday, Mobile Sales Also Increase 43.7%


Here are the online shopping trends in the U.S. that we saw over the combined holiday shopping weekend from Thursday, November 28 through Sunday, December 1, from the IBM Digital Analytics Benchmark.

Overall online sales from Thanksgiving through Sunday were up 14.5 percent in 2013 over the same period last year. Let’s take a closer look at some of the key drivers:

  • Mobile Traffic and Sales: Mobile traffic accounted for 40.9 percent of all online traffic, up more than 35 percent compared to the same period last year. Mobile sales remained strong, reaching 23.2 percent of all online sales, up 43.7 percent year-over-year.

  • Smartphones Browse, Tablets Buy: Smartphones drove 25 percent of all online traffic compared to tablets at 15.2 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove 15.7 percent of all online sales, more than double that of smartphones, which accounted for 7.4 percent. Tablet users also averaged $127.73 per order, versus smartphone users, who averaged $111.43 per order.

  • iOS vs. Android: As a percentage of total online sales, iOS was nearly five times higher than Android, driving 19.3 percent vs. 3.9 percent for Android. On average, iOS users spent $123.45 per order compared to $102.33 for Android users, a difference of 21 percent. iOS also led as a component of overall traffic with 28.9 percent vs. 11.8 percent for Android.

  • The Social Influence - Facebook vs. Pinterest: Shoppers referred from Facebook averaged $72.04 per order, versus Pinterest referrals, which drove $95.20 per order. However, Facebook referrals converted sales more than 3x the rate of Pinterest referrals, perhaps indicating stronger confidence in network recommendations.

    Today's updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide

    Visit www.ibm.com/benchmark or follow #smartcommerce on Twitter this afternoon for continual updates on Cyber Monday online traffic and sales data, as well as our full Cyber Monday wrap report tomorrow morning. For additional background on our holiday online shopping data alerts and our IBM Digital Analytics Benchmark Hub, click here for more information.


11.30.2013 9am EST: IBM Reports Record Online Shopping for Thanksgiving and Black Friday

Black Friday Mobile Sales Surge 43 Percent

New York City Named Most Digitally Savvy for Online Shopping



Armonk, NY - Nov. 30, 2013 - IBM (NYSE: IBM) reported a 19.7 percent increase in Thanksgiving Day online sales as holiday shoppers once again went online for the best deals. This momentum set the stage for a record Black Friday with online sales growing 18.9 percent over the same period last year. This data is the result of cloud-based analytics from IBM.

The biggest surge came from mobile sales which reached 25.8 percent of total online sales for Thanksgiving, and 21.8 percent for Black Friday, as consumers went from the dinner table to their tablets to lock in the best offers. In addition, IBM reported that New York City consumers led the way in Black Friday online sales followed by Atlanta and Los Angeles.

Delivered by the IBM Digital Analytics Benchmark, this year's holiday report tracked millions of transactions and terabytes of data from approximately 800 U.S. retail websites. By leveraging cloud-based analytics, IBM is uniquely positioned to give retailers and marketers unmatched insight into real-time consumer shopping trends.

The company released the following trends as of 12:00 a.m. PST:

  • Online Sales Set New Record: Thanksgiving Day online sales grew 19.7 percent year-over-year followed by Black Friday, with sales increasing 19 percent over 2012. Average order value for Black Friday was $135.27, up 2.2 percent year-over-year.
  • Top Five Cities for Online Shopping: New York City took the top spot for online sales on Black Friday. Rounding out the top five were Atlanta, Los Angeles, Washington, D.C. and Chicago.
  • Mobile Shopping Soars: Mobile traffic grew to 39.7 percent of all online traffic, an increase of 34 percent over Black Friday 2012. Mobile sales were also strong, reaching 21.8 percent of total online sales, an increase of nearly 43 percent year-over-year.
  • Smartphones Browse, Tablets Buy: Smartphones drove 24.9 percent of all online traffic on Black Friday compared to tablets at 14.2 percent, making it the browsing device of choice. Tablets drove 14.4 percent of all online sales, double that of smartphones, which accounted for 7.2 percent of all online sales. On average, tablet users spent $132.75 per order compared to smartphone users who spent $115.63, a difference of 15 percent.
  • iOS vs. Android: On average, iOS users spent $127.92 per order on Black Friday compared to $105.20 per order for Android users. iOS traffic reached 28.2 percent of all online traffic, compared to 11.4 percent for Android. iOS sales reached 18.1 percent of all online sales, compared to 3.5 percent for Android.
  • Retailers "Push" Promotions to Mobile Shoppers: On average, retailers sent 37 percent more push notifications - the alert messages and popup notifications from apps installed on your mobile device - during the two day period over Thanksgiving Day and Black Friday when compared to daily averages over the past two months. Average daily retail app installations also grew by 23 percent using the same comparison. Retailers sent more notifications on Thanksgiving Day than Black Friday.
  • The Social Influence - Facebook vs. Pinterest: On average, holiday shoppers referred from Pinterest on Black Friday spent 77 percent more per order than shoppers referred from Facebook. Facebook average order value was $52.30 versus Pinterest average order value which was $92.51. However, Facebook referrals converted sales at nearly four times the rate of Pinterest.

"We're off to an incredibly fast start this holiday season as retailers and consumers meet at the intersection of cloud, mobile and social platforms to both offer and take advantage of the best deals," said Jay Henderson, Strategy Director, IBM Smarter Commerce. "It's clear that marketers are using cloud analytics technologies like the IBM Benchmark to better understand and act on real-time shopping trends. This year's winners will be those that can deliver seamless experiences to consumers wherever, whenever and however they choose to shop."

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

  1. Department Stores: Black Friday total online sales grew by 61.4 percent over 2012, with mobile percentage of sales growing by 46.4 percent. Average order value was $146.84, an increase of 15 percent year-over-year.
  2. Health and Beauty: Black Friday total online sales grew by 28 percent over 2012, with mobile percentage of sales growing by 65 percent. Average order value was $66.31, an increase of 3.2 percent year-over-year.
  3. Home Goods: Black Friday total online sales grew by 16.8 percent over 2012, with mobile percentage of sales growing by 24 percent. Average order value was $207.80, an increase of 15 percent year-over-year.
  4. Apparel: Black Friday total online sales grew by 50.4 percent over 2012, with mobile percentage of sales growing by 43 percent. Average order value was $123.31, an increase of 3.5 percent year-over-year.

    To access full reports and real-time updates on holiday shopping trends, visit the new IBM Digital Analytics Benchmark Hub at www.ibm.com/benchmark. For more information on how IBM's real-time analytics delivered through the cloud can improve end-to-end customer engagement, visit www.ibm.com/smartercommerce.



11.29.2013 9pm EST: Black Friday Online Shoppers Race To The Finish

Deal Hunters Maintain Steady 9.8% Sales Growth Into The Evening



Here are the online shopping trends we saw for Friday, November 29 as of 9:00 p.m. EST from the IBM Digital Analytics Benchmark. Our next update will follow at 9 a.m. EST tomorrow morning, with a full recap press release on Thanksgiving Day and Black Friday online trends.

Overall Black Friday online sales are up 9.8 percent in 2013 over the same period last year. Black Friday eclipsed Thanksgiving Day sales as of 5:20 p.m. EST.  

Let’s take a closer look at some of the key drivers:

  • Mobile Traffic and Sales:  Mobile traffic accounted for more than 38 percent of all online traffic, up more than 40 percent compared to the same period last year.   Mobile sales remained strong, reaching more than 21 percent of all online sales.
  • Smartphones Browse, Tablets Buy: Smartphones drove 24.8 percent of all online traffic compared to tablets at 12.8 percent, making it the browsing device of choice.  When it comes to making the sale, tablets drove 13.5 percent of all online sales, nearly double that of smartphones, which accounted for 7.5 percent.  Tablet users also averaged $134.48 per order, versus smartphone users, who averaged $116.37 per order.
  • iOS vs. Android:  As a percentage of total online sales, iOS was more four times higher than Android, driving 17.4 percent vs. 3.7 percent for Android. On average, iOS users spent $128.80 per order compared to $107.75 for Android users, a difference of 20 percent.  iOS also led as a component of overall traffic with almost 27 percent vs. 11 percent for Android.
  • The Social Influence - Facebook vs. Pinterest:  Shoppers referred from Facebook averaged $73.88 per order, versus Pinterest referrals, which drove $94.06 per order.  However, Facebook referrals converted sales at nearly 3x that of Pinterest referrals, perhaps indicating stronger confidence in network recommendations.  


Today's updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide

Visit www.ibm.com/benchmark tomorrow morning for our final Black Friday/Thanksgiving wrap report. For background on our holiday online shopping data alerts and our IBM Digital Analytics Benchmark Hub, click here for more information


11.29.2013 6pm EST: Black Friday Winds Down, Online Sales Remain Up 9.7% Over 2012

Here are the online shopping trends we saw for Friday, November 29 at 6:00 p.m. EST, from the IBM Digital Analytics Benchmark. Our next update will follow at 9 p.m. EST.

Overall Black Friday online sales are up 9.7 percent in 2013 over the same period last year. Let’s take a closer look at some of the key drivers:

  • Mobile Traffic and Sales: Mobile traffic accounted for 37.6 percent of all online traffic, up 40 percent compared to the same period last year. Mobile sales remained strong, reaching nearly 21 percent of all online sales.
  • Smartphones Browse, Tablets Buy: Smartphones drove 24.7 percent of all online traffic compared to tablets at 12.4 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove 13.2 percent of all online sales, nearly double that of smartphones, which accounted for 7.6 percent. Tablet users also averaged $136.45 per order, versus smartphone users, who averaged $117.90 per order.
  • iOS vs. Android: As a percentage of total online sales, iOS was more than four and a half times higher than Android, driving 17.2 percent vs. 3.7 percent for Android. On average, iOS users spent $130.64 per order compared to $109.84 for Android users, a difference of 19 percent. iOS also led as a component of overall traffic with 26.4 percent vs. 11 percent for Android.
  • The Social Influence - Facebook vs. Pinterest: Shoppers referred from Facebook averaged $77.61 per order, versus Pinterest referrals, which drove $95.56 per order. However, Facebook referrals converted sales at a rate 2.8x that of Pinterest referrals, perhaps indicating stronger confidence in network recommendations.

Today's updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide

Continue to visit www.ibm.com/benchmark for all the latest online shopping trends and data as they unfold on Black Friday today. For background on our holiday online shopping data alerts and our IBM Digital Analytics Benchmark Hub, click here for more information


11.29.2013 3pm EST: Black Friday Online Sales Pick Up Steam At Mid-Day

Here are the Black Friday online shopping trends we saw for Friday, November 29 as of 3:00 p.m. EST from the IBM Digital Analytics Benchmark. Our next update will follow at 6 p.m. EST.

Overall Black Friday online sales as of 3 p.m. EST were up 9 percent over the same period last year. Let’s take a closer look at some of the key drivers:

  • Mobile Traffic and Sales: Mobile traffic accounted for more than 37 percent of all online traffic, up close to 38 percent compared to the same period last year. Mobile sales remained strong, reaching 21 percent of all online sales.
  • Smartphones Browse, Tablets Buy: Smartphones drove 24.5 percent of all online traffic, compared to tablets at 12.2 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove 13.2 percent of all online sales, more than one and a half times that of smartphones, which accounted for 7.8 percent. Tablet users also averaged $137.55 per order, versus smartphone users, who averaged $118.33 per order.
  • iOS vs. Android: As a percentage of total online sales, iOS was more than four and a half times higher than Android, driving 17.3 percent vs. 3.75 percent for Android. On average, iOS users spent $131.34 per order compared to $111.35 for Android users, a difference of 18 percent. iOS also led as a component of overall traffic with 26 percent vs. 11 percent for Android.
  • The Social Influence - Facebook vs. Pinterest: Shoppers referred from Facebook averaged $82.82 per order, versus Pinterest referrals, which drove $98.03 per order. However, Facebook referrals converted sales at 2.6x the rate of Pinterest referrals, perhaps indicating stronger confidence in network recommendations.

Today's updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide

Continue to visit www.ibm.com/benchmark for all the latest online shopping trends and data as they unfold on Black Friday today. For background on our holiday online shopping data alerts and our IBM Digital Analytics Benchmark Hub, click here for more information

11.29.2013 12pm EST: Black Friday Deal Hunters Storm Online Gates In Early Results

Here are the online shopping trends we saw for Friday, November 29 at 12:00 p.m. EST, from the IBM Digital Analytics Benchmark. Our next update will follow at 3 p.m. EST.

Overall Black Friday online sales are up more than 7 percent in 2013 over the same period last year. Average order value was $142.33 Let’s take a closer look at some of the key drivers:

  • Mobile Traffic and Sales: Mobile traffic accounted for 37 percent of all online traffic, up 36 percent compared to the same period last year. Mobile sales remained strong, reaching 21.5 percent of all online sales.
  • Smartphones Browse, Tablets Buy: Smartphones drove 24.4 percent of all online traffic compared to tablets at 12 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove 13.2 percent of all online sales, more than one and a half times that of smartphones, which accounted for 8.2 percent. Tablet users also averaged $137.96 per order, versus smartphone users, who averaged $119.21 per order.
  • iOS vs. Android: As a percentage of total online sales, iOS was almost four and a half times higher than Android, driving 17.5 percent vs. 4 percent for Android. On average, iOS users spent $131.52 per order compared to $113.13 for Android users, a difference of 16 percent. iOS also led as a component of overall traffic with 25.8 percent vs. 11 percent for Android.
  • The Social Influence - Facebook vs. Pinterest: Shoppers referred from Facebook averaged $93.73 per order, versus Pinterest referrals, which drove $103.30 per order. However, Facebook referrals converted sales at a rate more than twice that of Pinterest referrals, perhaps indicating stronger confidence in network recommendations.

Today's updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide

Continue to visit www.ibm.com/benchmark for all the latest online shopping trends and data as they unfold on Black Friday today. For background on our holiday online shopping data alerts and our IBM Digital Analytics Benchmark Hub, click here for more information


11.29.2013 9am EST: Thanksgiving Leftovers: Shoppers Indulge as Full Day Online Sales Grow 19.7%

Here are the online shopping trends we saw for Thanksgiving (Thursday, November 28) from the IBM Digital Analytics Benchmark. Our next update will follow at 12 p.m. EST today, when we will begin providing Black Friday data.

Overall Thanksgiving online sales are up 19.7 percent in 2013 over the same period last year. Average order value was $127.59. Let’s take a closer look at some of the key drivers:

  •  Top Five Cities for Online Shopping: New York took the top spot for online sales on Thanksgiving Day. Rounding out the top five were Atlanta, Chicago, Los Angeles and Washington, D.C.    
  •  Mobile Traffic and Sales:  Mobile traffic accounted for 42.6 percent of all online traffic, up more than 32 percent compared to the same period last year. Mobile sales remained strong, reaching 25.8 percent of all online sales, up 49 percent year-over-year.
  • Smartphones Browse, Tablets Buy: Smartphones drove 26.6 percent of all online traffic compared to tablets at 15.3 percent, making it the browsing device of choice.  When it comes to making the sale, tablets drove 16.5 percent of all online sales, almost twice that of smartphones, which accounted for 9 percent. Tablet users also averaged $126.49 per order, versus smartphone users, who averaged $110 per order.
  •  iOS vs. Android:  As a percentage of total online sales, iOS was four and a half times higher than Android, driving 21 percent vs. 4.6 percent for Android. On average, iOS users spent $121.61 per order compared to $106.44 for Android users, a difference of 14 percent. iOS also led as a component of overall traffic with 30 percent vs. 12 percent for Android.
  • The Social Influence - Facebook vs. Pinterest: Shoppers referred from Facebook averaged $105.97 per order, versus Pinterest referrals, which drove $103.05 per order. Facebook referrals converted sales at 2.8x the rate of Pinterest referrals, perhaps indicating stronger confidence in network recommendations.  


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

  1. Department Stores: Monday total online sales grew by 60 percent over 2012, with mobile sales growing by 44 percent year over year.
  2. Health and Beauty: Monday total online sales grew by 16.6 percent over 2012, with mobile sales growing by nearly 56 percent year over year.
  3. Home Goods:  Monday total online sales grew by more than 17 percent over 2012, with mobile sales growing by 48.6 percent year over year.
  4. Apparel:  Monday total online sales grew by close to 41 percent over 2012, with mobile sales growing by close to 62.4 percent year over year.


11.28.2013 9pm EST: Online Retailers Give Thanks For Another Strong Thanksgiving

Cyber Sales Now Up 11% As Pre-Black Friday Holiday Winds Down

Here are the US online shopping trends we saw for Thursday, November 28 as of 9:00 p.m. EST from the IBM Digital Analytics Benchmark. Our next update will follow tomorrow at 9 a.m. EST, with a full Thanksgiving Day recap. Black Friday data will be distributed every three hours tomorrow, beginning at 12:30 p.m. EST.

Overall Thanksgiving online sales are up more than 11.5 percent in 2013 over the same period last year. Let’s take a closer look at some of the key drivers:

  • Mobile Traffic and Sales:  Mobile traffic accounted for more than 38 percent of all online traffic, up more than 31 percent compared to the same period last year.   Mobile sales remained strong, reaching nearly 23.6 percent of all online sales.
  • Smartphones Browse, Tablets Buy: Smartphones drove 24 percent of all online traffic compared to tablets at 13 .5 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove 14.8 percent of all online sales, more than one and a half times that of smartphones, which accounted for 8.7 percent.  Tablet users also averaged $127.35 per order, versus smartphone users, who averaged $113.48 per order.
  • iOS vs. Android: As a percentage of total online sales, iOS was four times higher than Android, driving 18.8  percent vs. 4.7 percent for Android. On average, iOS users spent $122.70 per order compared to $110.44 for Android users, a difference of 11 percent. iOS also led as a component of overall traffic with 26.8 percent vs. 11.4 percent for Android.
  • The Social Influence - Facebook vs. Pinterest: Shoppers referred from Facebook averaged $106.35 per order, versus Pinterest referrals, which drove $109.40 per order. However, Facebook referrals converted sales at a rate nearly twice that of Pinterest referrals, perhaps indicating stronger confidence in network recommendations.  


Today's updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide

Continue to visit www.ibm.com/benchmark for all the latest online shopping trends and data as they unfold on Black Friday tomorrow. For background on our holiday online shopping data alerts and our IBM Digital Analytics Benchmark Hub, click here for more information.


11.28.2013 6pm EST: Consumers Make Room for More Late Day Thanksgiving Deals Online

Overall Online Sales Grow 10% In Pre-Black Friday Shopping Spree

Here are the online shopping trends we saw for Thursday, November 28 at 6:00 p.m. EST, from the IBM Digital Analytics Benchmark. Our next update will follow today at 9 p.m. EST.  

Overall Thanksgiving online sales are up 10 percent in 2013 over the same period last year.   Let’s take a closer look at some of the key drivers:

  • Mobile Traffic and Sales:  Mobile traffic accounted for 37.5 percent of all online traffic, up more than 31 percent compared to the same period last year.   Mobile sales remained strong, reaching nearly 23.5 percent of all online sales.
  • Smartphones Browse, Tablets Buy: Smartphones drove 23.5 percent of all online traffic compared to tablets at more than 13 percent, making it the browsing device of choice.  When it comes to making the sale, tablets drove more than 14.6 percent of all online sales, more than one and a half times that of smartphones, which accounted for 8.6 percent.  Tablet users also averaged $127.17 per order, versus smartphone users, who averaged $113.50 per order.
  •  iOS vs. Android:  As a percentage of total online sales, iOS was close to four times higher than Android, driving 18.7  percent vs. 4.7 percent for Android. On average, iOS users spent $122.55 per order compared to $110.47 for Android users, a difference of 11 percent.  iOS also led as a component of overall traffic with 26 percent vs. 11 percent for Android.
  • The Social Influence - Facebook vs. Pinterest:  Shoppers referred from Facebook averaged $106.86 per order, versus Pinterest referrals, which drove $102.79 per order.  However, Facebook referrals converted sales at a 84 percent higher rate than Pinterest referrals, perhaps indicating stronger confidence in network recommendations.


Today's updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide.

Continue to visit www.ibm.com/benchmark for all the latest online shopping trends and data as they unfold here on Thanksgiving Day and beyond. For background on our holiday online shopping data alerts and our IBM Digital Analytics Benchmark Hub, click here for more information.


11.28.2013 3pm EST: Online Shoppers Maintain Healthy Appetite for Thanksgiving Deals at Mid-Afternoon

Retailers Continue To Feast With Consistent 9% Online Sales Growth



Good Afternoon and Happy Thanksgiving,

Here are the online shopping trends we saw in the US for Thursday, November 28 as of 3:00 p.m. EST from the IBM Digital Analytics Benchmark. Our next update will follow today at 6 p.m. EST.  

Overall Thanksgiving online sales are up 9.4 percent in 2013 over the same period last year.   Let’s take a closer look at some of the key drivers:

  • Mobile Traffic and Sales:  Mobile traffic accounted for more than 36 percent of all online traffic, up nearly 31 percent compared to the same period last year.   Mobile sales remained strong, reaching nearly 23 percent of all online sales.
  • Smartphones Browse, Tablets Buy: Smartphones drove nearly 23 percent of all online traffic compared to tablets at 13 percent, making it the browsing device of choice.  When it comes to making the sale, tablets drove more than 14 percent of all online sales, more than one and a half times that of smartphones, which accounted for 8.5 percent.  Tablet users also averaged $126.26 per order, versus smartphone users, who averaged $113.19 per order.
  • iOS vs. Android:  As a percentage of total online sales, iOS was close to four times higher than Android, driving 18  percent vs. 5 percent for Android. On average, iOS users spent $121.46  per order compared to $111.12 for Android users, a difference of 8.5 percent.  iOS also led as a component of overall traffic with 25 percent vs. 10.8 percent for Android.
  •  The Social Influence - Facebook vs. Pinterest:  Shoppers referred from Facebook averaged $108.19 per order, versus Pinterest referrals, which drove $110.38 per order.  However, Facebook referrals converted sales at a 69 percent higher rate than Pinterest referrals, perhaps indicating stronger confidence in network recommendations.  


Today's updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide

Continue to visit www.ibm.com/benchmark for all the latest online shopping trends and data as they unfold here on Thanksgiving Day and beyond. For background on our holiday online shopping data alerts and our IBM Digital Analytics Benchmark Hub, click here for more information.


11.28.2013 12pm EST: Thanksgiving morning shoppers cook up online sales growth

Good Afternoon and Happy Thanksgiving,

Here are the online shopping trends we saw for Thursday, November 28 at 12:00 p.m. EST, from the IBM Digital Analytics Benchmark. Our next update will follow today at 3 p.m. EST.  

Overall Thanksgiving online sales are up 9 percent in 2013 over the same period last year.   Let’s take a closer look at some of the key drivers:

Mobile Traffic and Sales:  Mobile traffic accounted for more than 35 percent of all online traffic, up close to 30 percent compared to the same period last year.   Mobile sales remained strong, exceeding 22 percent of all online sales.

Smartphones Browse, Tablets Buy: Smartphones drove 22 percent of all online traffic compared to tablets at 12.5 percent, making it the browsing device of choice.  When it comes to making the sale, tablets drove more than 13 percent of all online sales, one and a half times that of smartphones, which accounted for close to 9 percent.  Tablet users also averaged $125 per order, versus smartphone users, who averaged $114.21 per order.

 iOS vs. Android:  As a percentage of total online sales, iOS was more than three times higher than Android, driving 17  percent vs. 5 percent for Android. On average, iOS users spent $120.03  per order compared to $114.19 for Android users, a difference of 5 percent.  iOS also led as a component of overall traffic with 24 percent vs. 10.5 percent for Android.  

The Social Influence - Facebook vs. Pinterest:  Shoppers referred from Facebook averaged $108.41 per order, versus Pinterest referrals, which drove $102.61 per order.  However, Facebook referrals converted sales at a 43 percent higher rate than Pinterest referrals, perhaps indicating stronger confidence in network recommendations.  

Continue to visit www.ibm.com/benchmark for all the latest online shopping trends and data as they unfold here on Thanksgiving Day and beyond. For background on our holiday online shopping data alerts and our IBM Digital Analytics Benchmark Hub, click here for more information.


11.27.2013: Online Shoppers Still Stuffing Shopping Carts on Turkey Week Tuesday

Early Bird Cyber Shopping Up Another 11% While Mobile Sales Skyrocket 60% As We Inch Closer To Black Friday

Holiday Benchmark Data Alert: Updated Wednesday, November 27, 10 am Eastern

Here are the online shopping trends we saw for Tuesday, November 26th, from the cloud-based IBM Digital Analytics Benchmark.

Overall Tuesday online sales are up 11 percent in 2013 over the same period last year. Let’s take a closer look at some of the key drivers:

  • Mobile Traffic and Sales: Mobile traffic accounted for more than 32 percent of all online traffic, up more than 42 percent compared to the same period last year. Mobile sales remained strong, exceeding 13 percent of all online sales, up nearly 60 percent year-over-year.
  • Smartphones Browse, Tablets Buy: Smartphones drove more than 20 percent of all online traffic compared to tablets at 11.17 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove close to 9 percent of all online sales, nearly double that of smartphones, which accounted for 4.6 percent. Tablet users also averaged $110.11 per order, versus smartphone users, who averaged $107.96 per order.
  • iOS vs. Android: As a percentage of total online sales, iOS was more than four times higher than Android, driving 10.98 percent vs. 2.54 percent for Android. On average, iOS users spent $108.76 per order compared to $94.39 for Android users, a difference of 15 percent. iOS also led as a component of overall traffic with 22 percent vs. 10 percent for Android.
  • The Social Influence - Facebook vs. Pinterest: Shoppers referred from Facebook averaged $60.01 per order, which was nearly half that of Pinterest referrals, which drove $119.68 per order. However, Facebook referrals converted sales at 3 times the rate than Pinterest referrals, perhaps indicating stronger confidence in network recommendations.

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

  1. Department Stores: Tuesday total online sales grew by close to 47 percent over 2012, with mobile sales growing by 63 percent year over year.
  2. Health and Beauty: Tuesday total online sales grew by more than 46 percent over 2012, with mobile sales growing by nearly 107 percent year over year.
  3. Home Goods: Tuesday total online sales grew by more than 21 percent over 2012, with mobile sales growing by close to 31 percent year over year.
  4. Apparel: Tuesday total online sales grew by close to 25 percent over 2012, with mobile sales growing by more than 55 percent year over year.

Our next update will follow tomorrow at 12 p.m. EST. Continue to visit www.ibm.com/benchmark for all the latest online shopping trends and data as they unfold here all Thanksgiving Week.


11.26.2013: Eager US Holiday Shoppers Drive 12% Growth in Online Sales on Monday

Big gains by department stores and health and beauty set the pace as Holiday Shopping Week kicks off

Here is latest data today from the cloud-based IBM Digital Analytics Holiday Benchmark measuring the strength of online retail sales yesterday (Monday Nov. 25 through midnight PST).

Based on the data coming in, it’s clear that retailers increasingly rely on data-driven insight to engage their customers, online and in the moment, with personalized deals across screens and mobile devices. Here are the trends we are seeing:

Overall Monday online sales are up nearly 12 percent in 2013 over the same period last year. Let’s take a closer look at some of the key drivers:

  • Mobile Traffic and Sales: Mobile traffic accounted for nearly 32 percent of all online traffic, up 42 percent compared to the same period last year. Mobile sales remained strong, exceeding 13 percent of all online sales, up 54 percent year-over-year.
  • Multi-Screen Shopping Drives Online Sales: Retailers delivered a seamless and consistent shopping experience for consumers across channels, providing consumers the opportunity to switch between their smartphones and tablets to make purchases. While smartphone traffic accounted for 20 percent of all online traffic versus tablets at 11 percent, it's clear smartphones were the browsing device of choice for digital consumers. However when it came to making actual purchases, tablet users drove close to 9 percent of online sales, which almost doubled smartphones users, who drove 4.60 percent.
  • iOS vs. Android: Apple continues its dominance in the mobile shopping arena. As a percentage of total online sales, iOS was more than four times higher than Android, driving 11.06 percent vs. 2.5 percent for Android. On average, iOS users spent $108.68 per order compared to $93.36 for Android users, a difference of 16 percent. iOS also led as a component of overall traffic with 21.93 percent vs. 9.75 percent for Android.
  • Facebook vs. Pinterest: While marketers continue to rely on social media as a driver of brand loyalty, the benchmark revealed an interesting trend when comparing two well-known sites. Shoppers referred from Facebook averaged $79.12 per order, which was 16.5 percent lower than Pinterest referrals, which drove $92.18 per order. However, Facebook referrals converted sales at a 2.6 percent higher rate than Pinterest referrals, perhaps indicating stronger confidence in network recommendations.

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

  1. Department Stores: Monday total online sales grew by close to 72 percent over 2012, with mobile sales growing by 54 percent year over year.
  2. Health and Beauty: Monday total online sales grew by nearly 38 percent over 2012, with mobile sales growing by nearly 89 percent year over year.
  3. Home Goods: Monday total online sales grew by close to 19 percent over 2012, with mobile sales growing by 34 percent year over year.
  4. Apparel: Monday total online sales grew by close to 15 percent over 2012, with mobile sales growing by close to 49 percent year over year.

Our next update will follow tomorrow (Wednesday, Nov. 27) at 8:30 a.m. EST.

Today's updates are based on the cloud-based IBM Digital Analytics Benchmark, the industry’s only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide. For the latest data, continue to visit us here at www.ibm.com/benchmark and for more background on the holiday Benchmark reports.


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