Custora Pulse  •  Story

Turkey, Football, and Online Shopping the Stars of Thanksgiving 2014


Online shopping was up almost 20% in Thanksgiving 2014 compared to Thanksgiving 2013, driven by mobile shopping and promotions.
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 2013 was almost 2.5X higher than Thanksgiving 2014, and revenue on Cyber Monday was three times as high.

The data points below are from The Custora E-Commerce Pulse, a free online dashboard tracking over 100 US online retailers, 100 million online shoppers, and over $40 billion in transaction revenue.

Here are some of the highlights of Thanksgiving Day 2014 online:


1. Thanksgiving e-commerce orders are up 19.8% over Thanksgiving 2013. Very strong growth in transactions, along with revenue that is up 17.7% over Thanksgiving 2013. Average order value (AOV) was down 1.7% compared to last year, indicating the beginning of a more promotional, discount-driven holiday season.


2. Mobile shopping was a third of online sales. 
For the first three weeks of November, almost a quarter (23.3%) of e-commerce orders were made on mobile phones or tablets. On Thanksgiving, that share jumped to over a third – 34.3%. That is compared to just 20% on Thanksgiving 2013 – indicating the continued rise of mobile, and likely driven by the new Apple 6 and iPad devices, and the plethora of Amazon Kindle devices.


3. Apple devices hold strong. 
Throughout the year, and for the first three weeks of November, Android devices were “nibbling at the Apple,” stealing e-commerce shares from Apple devices (iPhones and iPads). Conversely, on Thanksgiving 2014 Apple devices grew in share – albeit not by much: 78.2% of mobile shopping was done on Apple devices, compared to 77.7% in 2013. Android devices (phones and tablets) accounted to 21.3% (compared to 21.5% last Thanksgiving).


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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 100 million online shoppers and over $40B in e-commerce revenue across over 100 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.

About Custora
Custora ( is a predictive analytics platform that helps e-commerce marketing teams acquire, retain, and segment their customers. Custora uses best-in-class predictive analytics models to help retailers answer questions like: What are my best and worst performing customer acquisition channels? How do I convert more members to active customers? How do I increase repeat purchase rates? How do I reactivate lost customers? What characterizes my most valuable customers?

We’re excited to work with up & coming e-commerce innovators as well as established omnichannel retail brands, including Guess?, Etsy, Bonobos, Ann Taylor LOFT, One Kings Lane, Nasty Gal, Fresh, Theory, Crocs,, Reebok, and many more retailers spread throughout the world:


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