This Thanksgiving, consumers scrambled from the dinner table to shop online sales.
Monetate, a leading personalization platform, released its analysis on e-commerce shopping behavior during Thanksgiving and Black Friday. It confirmed that Thanksgiving online shopping activity overshadowed Black Friday for the second year in a row. Average order values were higher on Thanksgiving — approximately $154.15 — than Black Friday ($142.86).
“Instead of braving lines and crowded stores following a Thanksgiving meal, consumers are stocking up on gifts in the comfort of their own homes. For the second year in a row, conversion rates were higher on Thanksgiving than Black Friday, and mobile buying is continuing to rise,” said Lucinda Duncalfe, chief executive officer of Monetate.
To secure its analysis, Monetate reviewed more than 200 million U.S. consumer touch points on desktops, tablet and mobile during Thanksgiving and Black Friday. The platform’s analysis underscored the importance of delivering frictionless mobile shopping journeys — conversion rates on mobile were up almost 15 percent, cart rates increased 14.4 percent, said a Monetate spokesman.
“We know that e-commerce activity during critical shopping days like Thanksgiving and Black Friday are indicative of overall performance for a brand. Retailers should focus on delivering an optimized e-commerce experience across all channels, especially mobile, if they want to win this holiday season,” Duncalfe continued.
According to Monetate’s analysis, during Thanksgiving desktop average order values were the top device, securing a 5 percent year-over-year increase, which averaged $173.92 per purchase. This wasn’t entirely good news, however. The research found that although the AOVs on desktops were higher than 2016, conversion rates dropped 3 percent on Thanksgiving and 24 percent on Black Friday.
International consumers also participated in the shopping extravaganza. On Black Friday, U.K. shoppers played it a bit safer, averaging about $136.65 per purchase, compared to the average U.S. purchase of $142.86. Conversely, Canadians mopped up the sales, spending about $157.56 on Black Friday, a Monetate spokesman said.
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