IBM Holiday Benchmark Reports

The annual IBM Holiday Benchmark Reports track more than a million transactions a day, analyzing terabytes of raw data from 500 retailers in the U.S. With these reports and data, IBM helps retailers better understand and respond to their customers.

The annual reports are based in the IBM Digital Analytics Benchmark capability. Benchmark enables online retailers to measure their online marketing results--including e-commerce data--against that of their peers.

2012 Holiday Benchmark Reports

Read the white paper The empowered shopper takes control
Black Friday 2012 marked a banner year on a number of fronts with mobile traffic growing by more than 67%. Cyber Monday 2012 was the biggest spending day ever with online sales growing 30.3 percent over 2011.

2011 Holiday Benchmark Reports

Read the white paper Mobile gains big momentum
2011 marked a banner year on a number of fronts with mobile traffic growing by more than 200 percent. Thanksgiving was a huge shopping day for consumers as they responded to retailers' early Black Friday promotions.

2010 Holiday Benchmark Reports

Read the white paper Strong growth from 2009
Black Friday 2010 delivered double-digit growth over 2009 with online sales up 31.1 percent. Cyber Monday 2010 saw online grow 15.9 percent, with consumers pushing the average order value (AOV) up 12.1 percent.

2009 Holiday Benchmark Reports

Read the white paper Growth in online shopping
Both Black Friday and Cyber Monday delivered strong performances, outpacing 2008 levels. Retailers educated consumers about promotions and special offers, enticing more consumers to shop online than in 2008.

Interested in learning more?

Read the white paper Talk to an IBM marketing specialist to see digital analytics and benchmarking in action.

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