While extending store hours to open Thanksgiving night may have rallied the crowds, it was Cyber Monday that brought in the record breaking numbers this year. According to the NRF, consumers spent 3.9% less on Thanksgiving weekend (Thursday through Sunday) compared to last year. There are several possible reasons for these results, including shoppers holding out for a better deal on Cyber Monday or the sheer number of days of discounts cannibalized revenue traditionally saved for in-store Black Friday only sales.
Whatever the reason, stores may have been packed, but many shoppers chose buy online. And now it seems the traditional distinction between brick & mortar Friday and online Monday has blurred into a week-long omni-channel shopping extravaganza.
Blueport Commerce takes a deeper look at the learnings from the Thanksgiving sales season, how they stacked up to expectations and what it means for the year to come.
Numbers are courtesy of IBM’s Cyber Monday Report 2013 and Black Friday Report 2013.
Cyber Monday Blew Black Friday Out Of The Water
It pays to be the last day of this discount season. Consumers, worried that they would not reap the benefits of Thanksgiving sales, flocked to the web on Cyber Monday to cash in on the remaining discounts. Cyber Monday online sales set record highs this year with a 20% increase in sales compared to 2012 and nearly 32% higher compared to Black Friday sales this year. Additionally, Cyber Monday shoppers were quick to the punch, checking out their online cart at a 12.6 higher rate than Black Friday shoppers.
In the home goods category, Cyber Monday sales increased by 26% and by 17% on Black Friday compared to 2012.
Mobile Did Not Disappoint
If you follow the Blueport Commerce blog, you’re no stranger to the rise of mobile. Bindi Tuli identified a few mobile strategies here, I touched on Mcommerce here and here, and Kate Putnam talked about mobile in Monetate’s e-commerce quarterly here. Needless to say, we anticipated the rise of mobile encroaching on site traffic and overall sales. And the data did not disappoint.
Mobile traffic accounted for over a third of all online traffic - that’s up 45% from 2012. Mobile sales also gave online a boost this season topping 17% of total online sales. Despite the mobile rise, it appears mobile traffic and sales decreased on Cyber Monday compared to Black Friday as shoppers headed back to work.
Consumers Are Keeping Shopping Social
When it comes to marketing through social channels, Facebook brought in the dough. Facebook referrals converted sales at four times the rate of Pinterest on Black Friday and 38% higher than Pinterest on Cyber Monday. While average order value was higher on Facebook compared to Pinterest, on Cyber Monday it was 6% higher on Pinterest than Facebook among customers who converted on Black Friday, despite lower overall conversion sales.
If sales did not meet your expectations, don’t fret. The good news is, Black Friday and Cyber Monday were just the start of the holiday season, especially for Furniture. Shoppers are still in the giving mood this month and many retailers are continuing promotions throughout December, January and February. So, take the learnings from last week (Tip: was free shipping a bust? Try a percentage off promotion) and adapt your promotions accordingly to capitalize on what is turning out to be a blockbuster online shopping season.
About Blueport Commerce
Leading furniture companies work with Blueport Commerce to capture the billion dollar furniture e-commerce opportunity. We marry our clients’ bricks-and-mortar infrastructure and expertise with our decade of online furniture experience, innovative technology, and customized marketing services. For some retailers, the Blueport e-commerce platform powers their branded omni-channel websites, driving sales online and in their stores. For other retailers, we drive online sales through Furniture.com, our e-commerce website. For many, we do both. Learn more here. And, if you’re interested in working for Blueport, check out our e-commerce jobs on our careers page.