Black Friday US E-Commerce Up 20% Over Black Friday 2013, Biggest US Online Shopping Day Ever


Online sales were up 20.6% in Black Friday 2014 compared to Black Friday 2013, driven by mobile shopping and email marketing.
Thanks to this growth, Black Friday 2014 surpassed Cyber Monday’s 2013 and became the biggest shopping day in US history. This title, however, is very likely to be short lived. Cyber Monday is just around the corner, and is all but certain to easily surpass Black Friday’s sales.

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 Black Friday 2014 online:


1. Black Friday e-commerce revenue is up 20.6% over Black Friday 2013. This is tremendous growth in revenue, combined with order growth of 17.8% over Black Friday 2013.


2. Mobile shopping was driving Black Friday e-commerce. 
Mobile Shopping (e-commerce orders made on mobile phones and tablets) accounted for almost a third of online shopping on Black Friday 2014 – 30.3% of sales. That’s a significant jump from only 22.5% in Black Friday 2013, and is likely driven by the new Apple 6 and iPad devices, and the plethora of Amazon Kindle devices.


3. Apple still dominates e-commerce, but Android devices are stealing share. 
Throughout 2014 – in our E-Commerce Mobile Report in July, and for the first three weeks of the holiday season, Android devices were “nibbling at the Apple,” stealing e-commerce shares from Apple devices (iPhones and iPads). The same trend took place on Black Friday as well: The vast majority of mobile shopping happened on Apple devices yesterday – 76.8%, while only 22.7% happened on Android devices. However, Apple’s share is down from 83.4% on Black Friday 2013, while Android’s share is up from 15.8%.


4. Email Marketing was the biggest marketing channel on Black Friday.
Email Marketing was by far the channel driving the most online sales on Black Friday. While usually lagging behind online search (free and paid), on Black Friday email marketing was the primary channel, driving 27.3% of sales. Beyond email, 18.9% of sales originated through free search, and 18.5% through paid search. Social media (including Facebook, Twitter, Instagram, and Pinterest) drove only 1.7% of sales.


For more thoughts on the holiday season you can watch Custora CEO Corey Pierson on The Street talking about Black Friday, Cyber Monday, and shopping creeping onto Thanksgiving day.


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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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