While much of the Black Friday and Cyber Monday hype has seen analysts looking for shopping numbers on either side of the weekend, research by Monetate suggests that much of the mobile traffic on Black Friday actually buy the next day, on Cyber Saturday.
According to its research, e-commerce traffic spiked 10.33% over 2013 to 30,518,366 sessions on Saturday 29 November, in the biggest holiday shopping increase in 2014, says Monetate. Mobile had a heavy hand in driving this spike as smartphone traffic increased 51.90% year over year, and smartphone revenue increased 49.10% year over year.
On Cyber Saturday the average order value of all purchases increased 4.7% year over year to $150.77 and revenue per e-commerce session increased 14.8% year over year. Conversion rates increased 10.3% year over year.
Mobile traffic – phones and tablets combined – accounted for 43.98% of all online traffic, an increase of 20.13% year over year. Mobile sales – again, phones and tablets combined – accounted for 28.60% of all online sales, an increase of 13.54% year over year.
“The Black Friday hangover impacted retailers in a very positive way as there were significant spikes in traffic, revenue and conversions on the Saturday after Thanksgiving. Mobile continues to drive this trend, as it appears that shoppers browsing on Black Friday decided to make purchases via smartphones and tablets on Saturday as many deals and specials continued online,” says Lucinda Duncalfe, CEO, Monetate.
