Adobe has released its Adobe Digital Index 2013 online shopping data. Thanksgiving Day and Black Friday saw record online sales with 1.062 billion and 1.93 billion, respectively. For the first time more than 24 percent of online sales occurred on smartphones and tablets, a record increase of 118 percent year-over-year (YoY). iOS-based devices drove more than $543 million dollars in online sales, with iPad taking a 77 percent share. Android-based devices were responsible for $148 million in online sales, a 4.9 percent share of mobile driven online sales.
“Online shopping data shows that consumers took full advantage of their mobile devices to shop on Thanksgiving Day and omnishop while in stores on Black Friday,” says Tamara Gaffney, principal analyst, Adobe Digital Index, Adobe. “In an attempt to play every angle possible, retailers poured money into new mobile capabilities by adding Wi-Fi to key stores, expanding mobile app offerings, and optimizing websites for easier transactions from small screens. The results were record online sales driven by tablets and smartphones this year.”
Adobe’s data is based on the analysis of nearly 400 million visits to more than 2000 U.S. retailers websites on Thanksgiving Day and Black Friday. More than 70 percent of online sales with the top 500 US retailers* are generated by companies using Adobe Analytics, a key component of Adobe Marketing Cloud. Key online shopping data and trends for Thanksgiving and Black Friday include:
• 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 Microsofts Xbox One. The NFL garnered almost twice as much social media buzz than Macys 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://goo.gl/FLqqOJ.
• 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.
Adobe Digital Index publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous and aggregated data from major companies worldwide that use Adobe Marketing Cloud, one of the world’s largest marketing technology platforms which serves two-thirds of the Fortune 500 companies, resulting in more 1.24 trillion transactions per quarter.
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