IBM Sees Cyber Monday Go Mobile With 55% Sales Growth
Retailers continued to push promotions to mobile shoppers on Cyber Monday. During the five-day shopping period, retailers sent, on average, 77 percent more push notifications (which refer to the alert messages and pop-up notifications from apps installed on your mobile device), when compared to daily averages over the past two months. Average daily retail app installations also grew by 29 percent using the same comparison. And in a comparison of the social networks, Facebook users tended to spend more. On average, holiday shoppers referred from Facebook spent 6 percent more per order than shoppers referred from Pinterest. Facebook average order value was $97.81, versus Pinterest average order value of $92.40. Facebook referrals converted sales at a rate 38 percent higher than Pinterest. Meanwhile, IBM also noted that Cyber Monday outpaced Black Friday in terms of sales. Cyber Monday online sales were up 31.5 percent over Black Friday this year, yet consumers spent 5 percent more per order on Black Friday versus Cyber Monday. Cyber Monday shoppers spent 5 percent less per order with an average order value of $128.77, compared with $135.27 for Black Friday. Mobile sales and traffic decreased between Black Friday and Cyber Monday as shoppers went back to work and school. Cyber Monday mobile sales were down 21 percent, and mobile traffic was down 20 percent from Black Friday. And Cyber Monday online shoppers showed more of a tendency to close the deal than Black Friday shoppers. IBM said shoppers purchased the items they added to their online shopping carts at a 12.6 higher rate on Cyber Monday than on Black Friday.Cyber Monday total online sales of health and beauty products grew by 65.1 percent over 2012, with mobile sales growing 84 percent year-over-year. Average order value was $60.22, an increase of 6.8 percent year-over-year. For home goods, Cyber Monday's total online sales grew by 26.5 percent over 2012 levels, with mobile sales growing 40.5 percent year-over-year. Average order value was $182.19, an increase of 9.2 percent year-over-year. Finally, Cyber Monday total online sales of apparel grew by 22.5 percent over 2012 levels, with mobile sales growing by 58.3 percent year-over-year. Average order value was $102.83, a decrease of 6.9 percent year-over-year.
IBM also tracked real-time trends across four of the hottest retail categories this holiday season: department stores, health and beauty products, home goods and apparel. For department stores, Cyber Monday total online sales grew by 70.3 percent over 2012, with mobile sales growing 52 percent year-over-year. Average order value was $161.83, up 18.7 percent year-over-year.