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Black Friday Results 2014


Thanksgiving Day and Black Friday saw record online retail sales supported by strong mobile growth. Read the full report to get details on the latest trends from the holiday shopping season.

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Black Friday Real-Time Sales

Black Friday online sales were up 9.5% over 2013, peaking at 8:55 a.m. PST.

Highlights from Black Friday 2014:

  • Historic Mobile Milestone Spurs Online Shopping: Thanksgiving Day mobile traffic accounted for 52.1 percent of all online traffic – the first time mobile devices have outpaced their PC counterparts for online browsing. Black Friday mobile traffic reached 49.6 percent of all online traffic, an increase of 25 percent over last year. Black Friday mobile sales accounted for 27.9 percent of total online sales, up 28.2 percent over 2013.
  • Thanksgiving Eats Into Black Friday Sales: Thanksgiving Day online sales increased 14.3 percent over 2013, with Black Friday up 9.5 percent year-over-year. Average order value on Thanksgiving was $125.25, down 1.8 percent over 2013; Black Friday was $129.37, down 4.4 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. Black Friday online sales were 63.5 percent higher than Thanksgiving Day. This is a decrease from 2013, however, when it was 70 percent higher as Thanksgiving online sales continue to eat into Black Friday shopping.
  • Top Five U.S. Cities for Online Shopping: New York City claimed the top spot for Black Friday online shopping followed by Washington, D.C.; Atlanta, GA; Los Angeles, CA; and Chicago, IL. New York City shoppers spent on average $121.91 per order on Black Friday.
  • Smartphones Browse, Tablets Buy: As the new digital shopping companion for many consumers, smartphones drove 34.7 percent of all Black Friday online traffic, more than double that of tablets, which accounted for 14.6 percent of all traffic. Yet, when it comes to mobile sales, tablets continue to win the shopping war – driving 16 percent of online sales compared to 11.8 percent for smartphones, a difference of 35.5 percent. Tablet users also averaged $126.50 per order compared to $107.55 for smartphone users, a difference of 17.6 percent.
  • iOS vs. Android: iOS once again led the way in mobile shopping this holiday season, outpacing Android across three key metrics on Black Friday:
    • Average Order Value: iOS users averaged $121.86 per order compared to $98.07 for Android users, a difference 24.3 percent.
    • Online Traffic: iOS traffic accounted for 34.2 percent of total online traffic, more than double that of Android, which drove 15 percent of all online traffic.
    • Online Sales: iOS sales accounted for 21.9 percent of total online sales, nearly quadruple that of Android, which drove 5.8 percent of all online sales.
  • The Desktop is Not Dead: When consumers did choose to use their PC or desktop, they spent more with an average order value of $135.33 compared to $116.02 for mobile shoppers, a difference of 16.6 percent.
  • Social Influence – Facebook vs. Pinterest: As marketers continue to rely on social channels to drive brand loyalty and sales, IBM analyzed trends across two leading sites on Black Friday – Facebook and Pinterest. Facebook referrals drove an average of $109.94 per order compared to $100.24 for Pinterest, a difference of nearly 10 percent. Facebook referrals converted online sales at more than twice the rate of Pinterest
  • Less Frequent, More Targeted Email Promos*: Retailers sent an average of 5.3 emails on Black Friday 2014, decreasing more than 11 percent over the same period in 2013, as retail marketers continue to send more targeted -- and less frequent -- messages to shoppers. Open and click-through rates – when someone opens an email and clicks at least one link – were 12.9 percent and 2.4 percent, on Black Friday and Thanksgiving Day, compared to 15.4 percent and 2.8 percent respectively, last year.

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 online sales grew by 22.9 percent over 2013, with mobile percentage of sales increasing by 25.7 percent. Average order value was $143.16, a decrease of 2.5 percent year-over-year.
  2. Health and Beauty: Black Friday online sales grew by 56.9 percent over 2013, with mobile percentage of sales increasing by 31.8 percent. Average order value was $72.78, an increase of 9.8 percent year-over-year.
  3. Home Goods: Black Friday online sales grew by 43.2 percent over 2013, with mobile percentage of sales increasing by 3.8 percent. Average order value was $238.46, an increase of 6.8 percent year-over-year.
  4. Apparel: Black Friday online sales grew by 22.6 percent over 2013, with mobile percentage of sales increasing by 25.2 percent. Average order value was $114.96, a decrease of 6.8 percent year-over-year.

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