Nov 26 2012
Basis Team

Black Friday Steadily Moving Digital


Happy post-thanksgiving!  Did you wait in line, beat the crowds or simply decide to do your shopping online this year? If you chose to shop online this past Black Friday, you weren’t alone.  This year, online consumers turned out in record numbers.  IBM Digital Analytics Benchmark reported that online sales on Black Friday increased nearly 21% from last year.  However, the most interesting activity was the positive shift coming from mobile devices.

Mobile-based sales were nearly doubled, reaching 16% (up from 9% last year).  In fact, The IBM report showed “24 percent of consumers using a mobile device to visit a retailer’s site, up from 14.3 percent in 2011”.

However, not everyone turned to just one device.  If you were like me, you utilized multiple devices to find the best deals and offers.   In fact, the IBM report showed that tablets are already beginning to make a significant dent in online shopping, a potential precursor to tablets becoming the preferred device for future online shopping.

Specifically, the iPad generated more traffic than any other tablet or smartphone, reaching nearly 10% of online shopping!  Not bad for a device that didn’t exist 3 years ago.   Other Black Friday reports have also begun to surface, all showing the same signs of strong mobile growth. Ebay has added to the early reports, sharing that their mobile volume was up 153% and PayPal up 193%.

As we await the final numbers for this holiday shopping season (inclusive of big days such as Cyber Monday), it’s clear that e-commerce has already made a big impact on Black Friday.

Mobile and tablet devices now enhance the shopping experience with customized deals and offers that impact the entire purchase funnel.  In fact, Mojiva has reported in their latest Mobile Audience Guide, that 70% of female smartphone owners say smartphones will help them compare prices, check sale information and look for coupons this holiday season.

As consumers make the shift to mobile and tablet devices, it’s becoming more important for brands to follow suit and develop sound digital marketing and advertising strategies in order to stay top of mind with consumers this holiday season.

How are you utilizing online and emerging platforms to effectively reach consumers this holiday season?  Can you leverage Centro to help execute successful online marketing campaigns that impact your bottom line this holiday season?