IBM Tracks Rise in Cyber Monday Online Shopping

By Darryl K. Taft  |  Posted 2014-12-02 Print this article Print
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In addition, IBM reported that also for the first time, online traffic from mobile devices outpaced traditional PCs on Thanksgiving Day. Thanksgiving Day reached a new mobile tipping point with browsing on smartphones and tablets accounting for 52.1 percent of all online traffic. Overall Thanksgiving online sales were up 14.3 percent compared to 2013.

The mobile momentum carried into Black Friday, which saw a surge in both online and mobile shopping as consumers brought their devices into the store to comparison shop. Overall Black Friday online sales were up 9.5 percent year-over-year with mobile devices accounting for one-in-four of all online purchases. New York City also retained its title as the top U.S. city for Black Friday online shopping.

“Mobile has become the new Thanksgiving tradition as consumers find the best deals with their fingers as well as their feet," said Jay Henderson, director of IBM Smarter Commerce, in a statement. “We saw retailers harness the power of data to engage shoppers, identifying the unique preferences of their customers while quickly capitalizing on online, mobile or in-store trends as they emerged.”

The IBM Digital Analytics Benchmark is delivered to clients through the company’s Smarter Commerce initiative, which combines innovation from $3.5 billion invested to develop IBM’s customer engagement platform with expertise working with 8,000 global brands and 35,000 commerce engagements.

IBM reported that Thanksgiving Day online sales increased 14.3 percent over 2013, with Black Friday up 9.5 percent year-over-year. Average order value on Thanksgiving was $125.25, down 1.8 percent over 2013; Black Friday was $129.37, down 4.4 percent. This trend may indicate that shoppers are becoming more comfortable and digitally savvy in how they use online coupons and rebates to secure the best bargains. Black Friday online sales were 63.5 percent higher than Thanksgiving Day. This is a decrease from 2013, however, when it was 70 percent higher as Thanksgiving online sales continue to eat into Black Friday shopping.

“Black Friday becomes more irrelevant every year,” Forrester retail analyst Sucharita Mulpuru said in a statement. “Black Friday has been eclipsed by Cyber Monday, shipping cut-off dates in December, and even Thanksgiving.”

Forrester forecasts online holiday sales will reach $89 billion this year. Mulpuru added that Cyber Monday “promises to be the biggest ever as more consumers shop online and look for great deals. It's a short selling season again this year so retailers will need to be prepared for the few big dates that will be their big sales drivers.”


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