- Mobile: Retailers generated 24.2 percent of online sales via smartphones and tablets on Thanksgiving Day and Black Friday, a new record. 15.6 percent of mobile driven sales came from tablets, 8.6 percent from smartphones. iPads drove the vast majority of online sales with $417 million while iPhones were responsible for $126 million. In comparison, Android-based phones generated $106 million, Android-based tablets $42 million in online sales on Thanksgiving and Black Friday.
- Social Media: Brands that generated strong social media traffic on Thanksgiving Day and Black Friday were Amazon, iPad, the National Football League (NFL), and Sony Playstation 4. Amazon was the most referenced retailer with close to 450,000 posts. Walmart was a close second. With more than 300,000 mentions, Playstation 4 drove close to three times more social media traffic on Facebook, Twitter, Tumblr, YouTube and other sites than Microsoft’s Xbox One. The NFL garnered almost twice as much social media buzz than Macy’s Thanksgiving Parade. Thoughts of shopping overshadowed the holiday itself as social conversations containing the term “Black Friday” received more mentions than Thanksgiving Day.
- Hour-by-Hour Sales: Online shopping peaked between 11 a.m. and noon ET on Black Friday helping retailers generate more than $150 million in one hour. The top five states with the highest revenue per visitor (RPV) were Wyoming, Vermont, South Dakota, North Dakota and Alaska, where online shopping offers the best access to major Black Friday deals. For more information on which states drove the highest online shopping visit http://www.cmo.com/content/cmo-com/home/articles/2013/11/20/black_friday_adi.html.
- “Brick-and-Click” vs. “Online-Only” Retailers: Traditional “brick-and-click” retailers were outselling their “online-only” competitors so far this year, at nearly a three-to-one ratio. Average basket sizes decreased by one percent to an average revenue per basket of $139. Category winners for Thanksgiving and Black Friday were toys, sporting goods, and jewelry with an increase in sales of 680 percent compared to an average sales day for these three category winners.
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