When it comes to online average order values, screen size matters.
That was one of the key findings from Rakuten Affiliate Marketing and Rakuten Affiliate Network (formerly LinkShare) in its analysis of online sales over the Thanksgiving, Black Friday and Cyber Monday/Cyber Week period. Additionally, Thanksgiving is now seeing higher AOVs.
“More items and more big-ticket items are being purchased on Thanksgiving Day than ever, pushing its average order value ever higher with a year-over-year growth of 35 percent — twice the AOV growth rate of Black Friday,” the firm said in its report. “Orders from PCs were the driving force of the higher AOV on both Thanksgiving and Black Friday. Tablets’ AOVs were higher than smartphones, but were an average of 14 percent lower than PCs, across all of Cyber Week.”
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The notion of larger screens on consumer behavior was pioneered by Stanford University professor Byron Reeves in 1999, who discovered that viewers seeing content on larger screens (TVs in his analysis) experienced a greater emotional resonance with that content as compared to the same content on smaller screens. More recently, Czech Republic-based Optimics s.r.o. conducted a study on the country’s second-largest e-commerce site, Mall.cz, and found that larger images of products resulted in a 9.5 percent increase in sales.
With the Rakuten Affiliate Marketing and Rakuten Affiliate Network analysis, the company said Thanksgiving Day sales outperformed Black Friday. “These days have the honor of becoming the two highest sales days in the 20-year history of Rakuten Affiliate Marketing/LinkShare,” the company said. “Black Friday is a much more mature shopping day, and saw over 25 percent year-over-year growth, which was outpaced by Thanksgiving Day growth which was up over 55 percent [on a same-store sales basis].”
Regarding mobile phones, the company said sales began earlier in the day on Thanksgiving, “and had their pre-meal peak mid-morning.”
“As expected, Thanksgiving evening orders rose steadily from early afternoon, until their peak at 10 p.m. Eastern Time,” the company said. “Black Friday mobile phone orders started to increase steadily after 8 a.m., and peaked just before noon Eastern. Black Friday mobile phone orders remained strong with a secondary peak around 10 p.m. Eastern, as people took advantage of deals that were about to end.”
The analysis showed that smartphones accounted for 16 percent of sales on Thanksgiving, while tablets comprised about 9 percent. On Black Friday, smart phones garnered 18 percent of sales while tablets rose to 10 percent. “[And] iOs devices outperformed Android devices on both Thanksgiving and Black Friday, in orders, sales and AOV metrics,” the company said, adding that “iOs tablets had between 17 to 23 percent higher AOV by day.”