Online shopping data from several sources show record sales on Black Friday and Cyber Monday outpacing last year’s performance. A deeper dive into the data, however, shows shoppers are becoming more comfortable and prefer mobile devices to their desktops when they visit retailer websites compared to 2015.
Despite a decrease in conversions based on higher site visits, mobile usage drove more sales in 2016 than in 2015 overall.
Here’s a look at the numbers for Black Friday:
- Black Friday mobile orders were up 35 percent year over year.
- Black Friday total order sales (TOS) are up 35 percent year over year.
- Mobile accounted for 64 percent of Black Friday visits.
- Mobile order count was up 36 percent year over year on Thanksgiving and 34 percent year over year on Black Friday.
Here’s a look at the numbers for Cyber Monday:
- Cyber Monday had 8 percent fewer visit count on mobile than Black Friday and 37 percent more visits on desktop than Black Friday.
- Share of mobile visits was 64 percent on Black Friday versus 54 percent on Cyber Monday.
- Share of mobile orders was 45 percent on Black Friday versus 37 percent Cyber Monday.
- Share of mobile TOS was 45 percent on Black Friday versus 36 percent on Cyber Monday.
Here’s a look at the numbers for Black Friday and Cyber Monday:
- Mobile visits and orders are still growing year over year for Black Friday and Cyber Monday.
- Black Friday mobile visits are up 24 percent year over year and Cyber Monday mobile visits are up 25 percent year over year.
- Black Friday mobile orders are up 35 percent year over year and Cyber Monday mobile orders are up 42 percent year over year.
- Black Friday TOS are up 35 percent year over year and Cyber Monday TOS are up 45 percent year over year.
“While we have seen a robust trend over several years that reflects consumer’s comfort level visiting retailer sites on their desktops, we now see for the first time that they are not only comfortable, but using devices more than desktops during high intensity shopping days,” said Jamie Fishler, vice president of marketing for Magnetic.
