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The what, why and how of retail shopping

The what, why and how of retail shopping

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Black Friday Results 2015


Online retail sales grew in double digits on Thanksgiving Day and Black Friday while mobile traffic exceeded that of desktop. Read the full report to see the latest shopping trends.

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Black Friday Real-Time Sales

Mobile growth has exploded since 2010 with more traffic being generated from mobile devices than desktop on Black Friday 2015.


Highlights from Black Friday 2015:

Consumers took advantage of Black Friday holiday deals. Online sales for Black Friday were up 21.5 percent over the same day in 2014.

  • Top Products for Black Friday: According to IBM Watson Trend, consumers indicated that Samsung TVs, Apple Watch, Sony TVs, Beats by Dre, LG TVs and more were at the top of their shopping lists for Black Friday.
  • Fastest Trending Products: According to IBM Watson Trend some of the fastest trending products for Black Friday included Minecraft Video Game (plus Gameband Wearable Accessory), Pie Face Game, Philips TVs, Asus Zenbok Laptop and Toshiba Satellite Laptops.
  • Consumers Cash in on Black Friday Deals: The average order value for the mobile and desktop shopper combined for Black Friday was $127.84, down slightly from 2014($129.37)
  • Consumers Balance Mobile and Desktop Shopping: Consumers continued to shop via their mobile devices—mobile traffic exceeded desktop, accounting for 57.2 percent of all online traffic, an increase of 15.2 percent over 2014. Mobile sales were also strong, with 36.2 percent of all online sales coming from mobile devices, an increase of nearly 30 percent over last year.
  • Tablets Out Spend Desktops: For the first time, Tablets average order value of $136.42 exceeded that of desktops, which ended the day at $134.06. Smartphone shoppers spent $121.06 per order, an increase of 4.3 percent over 2014.
  • Smartphones Shoppers Dominate: Smartphones remained the Black Friday shopper’s device of choice. Smartphones accounted for 44.7 percent of all online traffic, 3 and a half times that of tablets at 12.5 percent. Smartphones surpassed tablets in sales, driving 20.6 percent of online sales (up nearly 75 percent over 2014) versus tablets at 15.5 percent.


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