Black Friday and the Thanksgiving weekend did not deliver the high number of sales retailers were expecting, but Cyber Monday may make up for that.
Cyber Monday vs. Black Friday
According to Fortune, sales on Cyber Monday were 8.1 percent higher than last year’s numbers, as per data from IBM’s Digital Analytics Benchmark. Alternatively, research from the National Retail Federation revealed that retail sales fell by 11 percent over the Thanksgiving weekend. In light of the information, it seems this year shoppers decided to avoid the crowded stores over the weekend and opted to instead make purchases on their computers or mobile devices after finding deals online. Analyst Sucharita Mulpuru at Forrester Research expressed this idea, reported Tech Crunch.
“Shoppers with access to phones on heavy sale dates, like Black Friday for instance, often choose to research and buy on those devices to capture great deals,” wrote Mulpuru.
Retailers offer attractive discounts and deals during the holiday, and Cyber Monday has been marketed recently as the busiest day of holiday shopping when in actuality, that comes later in the season, according to Fortune. Regardless, it is clear that the day carries significance for retailers and consumers alike.
Shopping trends and data
Monday saw many consumers using their smartphones and tablets to find deals online, reported Fortune. IBM research found that mobile sales accounted for 20.4 percent of total online sales, representing an increase of 30.1 percent over last year. It is noteworthy that IBM also found smartphone users accounted for more online traffic than tablets – 27.9 and 10.1 percent respectively. For actual purchasing, Tablets accounted for 11 percent and smartphones for only 9.3 percent. It is interesting that consumers seem to use their mobile devices more for browsing, but finalize purchases on either tablets or computers. This illustrates the importance of devices with larger screens, and perhaps why iPhone 6 devices are selling in record numbers. It is also important to mention that Apple devices were responsible for more browsing and purchases than Android devices. Apple devices contributed 15.8 percent of sales, compared to 4.4 percent for Android.
To illustrate the power that Black Friday and Cyber Monday have, Forrester analyst Michelle Beeson commented on how these shopping days are increasingly influencing online shopping in the European Union, albeit indirectly, reported Tech Crunch.
“These traditionally U.S. sales days may seem irrelevant now, but retail heavyweights like Apple and Amazon have a track record of influencing consumer behavior and setting new standards in Europe,” said Beeson, according to the news source.Back To Blog