EP061 - Cyber 5 Holiday Recap 2016

EP061 - Cyber 5 Holiday Recap 2016

Thanksgiving:

• Thanksgiving generated $1.93 billion in e-commerce sales (Adobe)
• Thanksgiving e-commerce sales from Desktop was up 17% (Comscore)
• Macys was open on Thanksgiving, and had 16,000 people waiting to get in to it's flagship Harrod Square store
• Target & Kohls set e-commerce sales records for Thanksgiving day
• BestBuy experienced stability problems with it's website and had to throttle traffic

Black Friday

• Black Friday generated $3.34 billion in e-commerce sales , 21.6% YoY Growth (Adobe)
• Black Friday generated $1.2B billion in mobile e-commerce sales, first $1B mobile day ever (Adobe)
• Mobile was 36% of sales (33% y/y growth) and 55% of traffic (Adobe), Mobile conversion 2.4% vs Desktop 5.5%
• 70% of Walmart traffic was mobile, 60% of Targets revenue came from mobile.
• Black Friday e-commerce sales from Desktop was up 19% (Comscore)
• 10 million more shopped online than in-store this Black Friday
• Store traffic was down
  • down 3-4% y/y (Cowen)
  • down 1% (ShopperTrak)
  • down 5% (RetailNext)
• Is Black Friday even relevant anymore?
• Black Friday shoppers trash Nike Outlet

Cyber Monday:

• Cyber Monday set the all time US record for e-commerce sales at $3.45 billion , 12.1% YoY Growth (Adobe) 
• Mobile 56% visits / 37% sales. Mobile Conversion 1.9% vs Desktop Conversion 4.3% (Adobe)
• Macy’s had a significant site outage for 8 hours. William Sonoma, Victoria’s Secret, Express and Pier 1 also had interruptions.

IBM Realtime e-commerce dashboard

Conclusion

Black Friday has become a major online shopping day (only $110M smaller than Cyber Monday) and growing much faster (likely to pass Cyber Monday next year).  Black Friday is the busiest Mobile shopping day of the year.  Cyber Monday set the all time US record for e-commerce sales.  Mobile traffic is over 50% over the holiday but mobile conversion is close to half of desktop conversion, but the conversion gap is narrowing. Store Traffic is down which likely means a mediocre overall holiday.

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Episode 61 of the Jason & Scot show was recorded on Thursday November 28, 2016.

http://jasonandscot.com

Join your hosts Jason "Retailgeek" Goldberg, SVP Commerce & Content at Razorfish, and Scot Wingo, Founder and Executive Chairman of Channel Advisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing.