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Domenick Celentano

Mobile Commerce trends drives Black Friday and Thanksgiving Sales

By November 25, 2012

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Smartphones were almost 60% of online sales for Black Friday and Thanksgiving 2012. IBM's Smarter Commerce Initiative reported that for Thanksgiving and Black Friday Mobile Commerce exceeded 16 % percent of Online Sales, with no surprise that the iPad led the pack of mobile platforms. The infographic here shows mobile traffic patterns (click infographic for larger image):

  • Smart phones at 58.6%
  • Tablets at 41.4%

Why did mobile phones generate more traffic vs. tablets?

The Omnichannel Consumer is here to stay. Omnichannel? Yes... we use channels of distribution as trade-speak and really as consumers do we say we are going out to shop at the  "mass merchant channel today"?  Of course not.

Multiscreen Shopping was prevalent... in other words we are shopping in store, online and on mobile devices simultaneously to get the best bargains. We are using smartphones and ditching the "ancient" paper shopping lists. More frequently while in a store, we are either checking prices, validating our decision to buy what is on the shelf or to order the product online. Retailer of course want you to  buy from their sites! We don't like to lug  around our tablets while shopping... we use them on the couch.

click infographic for larger image

Black Friday Shoppers Were Armed With Smartphones

The Branding Brand Mobile Commerce Index collects data on 66 sites specifically designed for smartphones and showed mobile trends for this year that will surely change the retail landscape, online and bricks and mortar. Smartphones alone generated:

  • 3,513,367 visitors
  • 20,708,053 page views
  • 50,905 orders
  • $78.92 average order value
  • Over 20% of total e-commerce traffic came from smartphones

How Does the Mobile Commerce Trend Affect Grocery Shopping?

I recently wrote Food Trends for 2013 will be driven by Digital, Social and Mobile and saw three areas:

  • Mobile Payment Systems - payments yes... mobile consumer tracking... absolutely!
  • Tabletop Ordering via Tablets at Fast Casual restaurants
  • Mobile Tracking via Geofencing will create a dynamic updated consumer profile of your shopping patterns

How do you think mobile commerce will affect the retail food industry?


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