Ecommerce retailers who optimized their sites for mobile rejoice – mobile traffic and sales broke records during the 2014 Thanksgiving to Cyber Monday span. Though average order size on mobile is smaller than orders placed on desktops ($112.69 and $132.48 respectively), mobile traffic accounted for 52% of all online traffic during the shopping frenzy. Jay Henderson, Director of IBM Smarter Commerce shared with the IBM Digital Analytics Benchmark Hub that “for the first time mobile devices drove more than half of Thanksgiving online traffic, a trend that continued throughout Cyber Week.”
Just as with previous years, Cyber Monday remained the busiest online shopping day of the season. IBM reports that this year,
- Online sales grew 8.5 percent compared to 2013
- Mobile sales were up 27.6 percent year-over-year
- New York City remained the top U.S. city for online shopping on both Black Friday and Cyber Monday
- Pinterest referrals drove an average of $97.78 per order compared to $123.44 from Facebook, a difference of 26.2 percent
Source: Cyber Monday Caps Record Five-Day “Cyber Week” Driven by Mobile Shopping
Though Cyber Monday ended the shopping week with record breaking numbers, order values on Thanksgiving and Black Friday were down overall. This year the average order value was $125.25, down 1.83% from the previous year. Apparel, one of the most popular categories for shoppers, saw order value decrease 1.9% from 2013 to just $112.79. Department stores also saw a decrease in average order size to $146.07, which decreased by 9.7% from the previous year.
As predicted, mobile commerce (or m-commerce) continues to grow in popularity amongst shoppers. Though desktop sales still accounted for 67.6% of all online sales, it’s likely that as the millennial generation ages and becomes the majority consumer group, the divide between mobile and desktop may increase until m-commerce dominates sales year round.
Did you read our 2014 ecommerce holiday predictions and optimize your stores to handle mobile traffic? Do you know what percentage of your website traffic is viewing from a mobile device? (Psst…you can use Google Analytics to find out). Let us know in the comments how your Thanksgiving sales were.