The results from the 2013 Black Friday/Cyber Monday shopping weekend indicate that consumers have continued to embrace e-commerce holiday shopping. While consumers continued to shop at “brick and mortar” stores, most began their shopping online which had a notable impact on their in-store purchase decisions.
Brick & Mortar Stores
Retailers opening on Thanksgiving in 2013 failed to notice a rise in consumer spending. Rather than an increase the effort appears to have simply spread the dollars over two days rather only one. According to the National Retail Federation, Thanksgiving day store traffic did increase by 27% over last year. Unfortunately, Black Friday brick-and-mortar retail sales decreased 13.2% from 2012.
Thanksgiving online sales set a new record, increasing 19.7% over 2012. Black Friday also experienced an increase of online shoppers, with a 19% increase over last year. Average order value also increased in 2013 to $135.27, up 2% from the previous year.
2013’s Cyber Monday became the largest online shopping day in history, with a 20.6% in sales over 2012, according to the IBM 2013 Holiday Benchmark Report. The five-day holiday shopping period became the largest five-day online sales period on record, increasing 16.5% over the same period last year.
Online consumers continued to rely on their mobile devices for the 2013 Black Friday weekend. Online purchases on smartphones and tablets grew more than 40% over 2012, reports IBM. IBM also reported that Mobile sales grew to 25.8% of total online sales on Thanksgiving day and to 21.8% on Black Friday. Smartphones and tablets accounted for 31.7% of Cyber Monday’s online traffic, an increase of 45% over 2012.
Facebook and Pinterest delivered more traffic than any other social sites, according to the IBM reports. Black Friday consumers, referred from Pinterest, spent 77% more per order than consumers referred by Facebook. However, Facebook referrals spent 6% more per order than consumers referred by Pinterest on Cyber Monday.
In conclusion, the 2013 Black Friday/Cyber Monday results are another indication that a digital marketing plan is a necessity for any business in 2014. Developing and implementing a digital marketing plan takes time, expertise and research. Contact David Clark at Media Venue today for a free, no-obligation consultation at 502-855-4782 or firstname.lastname@example.org.