Based on Custora Pulse data, online shopping on Thanksgiving was strong, with sales online increasing 15% compared to Thanksgiving 2012. Online traffic to retail stores increased by 20% compared to 2012, indicating heightened interest and engagement in online shopping – possibly at the expense of shopping in brick and mortar stores, and potentially aided by the cold weather in the North East.

 

Mobile dominated Thanksgiving, with almost 40% of all online shopping done on mobile devices. As people were traveling, they were using their iPhones, Androids and Blackberries to buy online; later on, after enjoying their turkey, they were watching football while “double screening” – browsing the web and shopping on their tablets.

 

While Apple devices – iPhones and iPads – ruled the online shopping world with more than 80% of mobile orders made through them, Android phones and tablets are gaining share – they’re now up to 18% of mobile orders, up from 13% in 2012.

 

And how did all shoppers people find what they wanted to buy online? Almost a fifth of them responded to marketing emails from retailers – the online marketing channel with the biggest share gain over 2012. Retailers who are online and email savvy definitely have a leg up this holiday season.

 

This infographic summarizes these trends in more detail.

Thanksgiving Online Shopping Recap

Thanksgiving e-commerce recap - Custora Pulse

About the Custora Pulse
The Custora Pulse tracks key US e-commerce statistics and allows any retailer to benchmark their data in real time throughout the holiday season. The Pulse is based on Custora’s analysis of over 70 million online shoppers and over $10 billion in e-commerce revenue across over 100 US-based online retailers. The Pulse also leverages external data points, such as the US Department of Commerce e-commerce growth figures, to extrapolate growth trends within the Custora data universe to arrive at predictions for US industry at large.

About Custora and how we can help
Custora provides a customer-centric marketing platform that helps e-commerce teams make customer acquisition and retention programs more profitable. Custora’s software uses advanced statistical models to identify distinct customer segments and predict how customers will behave in the future. This enables e-commerce companies to deliver more relevant and effective communications that promote long-term customer relationships.
Custora is proud to work with some of the world’s leading e-commerce retailers, including LivingSocial, Etsy, Fab, Bonobos, Revolve Clothing, and One Kings Lane.
If you’re interested in learning more about Custora, you can request a demo here.