Breaking news: As of 8:30am EST, Black Friday sales online are up 9.4% over the same time frame on Black Friday 2014. E-commerce orders (transactions) are up 7.3%, while revenue is up 9.4%. This is strong growth, yet slightly lower than the holiday season to date (+12.8% increase in e-commerce revenue vs 2014) - indicating a potential shift in shopping to later in the day. Stay tuned for our full Black Friday recap early tomorrow morning.
The data comes from the Custora E-Commerce Pulse, a free online dashboard providing key US e-commerce statistics and benchmarking data from over 200+ online retailers, 500 million anonymized shoppers, and $100B in e-commerce revenue.
Black Friday follows a strong Thanksgiving shopping day online, with e-commerce revenue up 12.5% yesterday compared to Thanksgiving 2014.
Here are some of the highlights of Thanksgiving Day 2015 online:
1. On Thanksgiving, online shopping revenue was up 12.5% year over year, and e-commerce orders (transactions) were up 10.8%. Average Order Value (AOV) was up as well by 1.5%, indicating strong retail activity that is less promotion-heavy compared to last year.
Despite this growth, Thanksgiving – contrary to some predictions – is nowhere near Black Friday or Cyber Monday in terms of online shopping. Revenue on Black Friday 2014 was double that of Thanksgiving 2015, and revenue on Cyber Monday '14 was almost three times as high.
2. Mobile shopping was almost 40% of online sales.
In 2015 through October, 28% of e-commerce orders were made on mobile phones or tablets. On Thanksgiving, that share jumped to 39.3%. That is an increase compared Thanksgiving 2014, where 34.3% of orders were made on mobile devices.
3. Apple vs Android
While Apple is still the dominant platform for mobile online shopping, throughout the year, and for the first three weeks of November, Android devices were “nibbling at the Apple,” stealing mobile e-commerce order share from Apple devices (iPhones and iPads). This trend continued on Thanksgiving: Share of mobile e-commerce orders made on Apple devices was 78.3%, down from 79.9% last Thanksgiving. Share of orders on Android devices was 21.5%, a slight increase compared to last year's 19.3%.
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About The Custora E-Commerce Pulse
The Custora E-Commerce Pulse is a free online dashboard of US e-commerce stats and trends. Pulse data and analysis have been featured in The Wall Street Journal, USA Today, Fortune, eMarketer, and WWD. Pulse data is part of the Bloomberg Professional Service (Bloomberg Terminals).
Pulse methodology: To provide estimations of the US e-commerce industry, The Custora E-Commerce Pulse uses a combination of internal and external data sources. Internally, Custora analyzed over 500 million online shoppers and over $100B in e-commerce revenue across over 200 US-based online retailers. External data points, such as the US Department of Commerce e-commerce growth figures, are also leveraged to extrapolate growth trends within the Custora data universe to arrive at predictions for US industry at large. Sign up to receive email notifications for data updates here.