A Breakdown of Black Friday 2013 by Mobile Statistics and Retail Sector
While some people shoved through tough crowds and waited for the department store doors to open on Black Friday 2013, others turned to their computers, smartphones and tablets to do their shopping online. According to IBM’s data that covers over 800 retailers and transactions, e-commerce sales for Black Friday 2013 were record-breaking.
Online sales saw a large 20% increase from last year. Average order values went up 2.2 percent at $135.27 per order. It’s safe to say mobile commerce is growing tremendously, since it accounted for 39.7% of all online traffic, a 34% jump from 2012. Mobile sales also increased 43%, accounting for 21.8% of this year’s Black Friday online sales. Tablets brought in less traffic than phones, accounting for 14.2% of all online traffic. However, online shoppers prefer to use their tablets, since they spent an average of $17.12 more per order.
The online shoppers that spent the most per order were iOS users at $127.92 per order, and reached 28.2% of all online traffic. Android users spent an average of $105.20, and accounted for 11.4% of online traffic. iOS sales reached 18.1% of all online sales, compared to 3.5% for Android.
Social shoppers were referred the most by Pinterest, spending an average of $92.51 per order. Facebook’s average order was $52.30, but their referrals converted sales nearly four times the rate of Pinterest’s referrals.
Department stores experienced the largest online sale increases from last year. Sales increased 61.4%, with an average order value of $146.84. The second largest online sales increase was in apparel. Apparel sales grew by 50.4%. Health and beauty online sales also increased by 28%, and had an average order value of $66.31. Home goods had a small increase of 16.8% from Black Friday 2012.
According to ComScore, Black Friday 2013 marked the first billion dollar online shopping day of 2013, and the heaviest online spending day to date. Black Friday is typically known to kick-off the holiday shopping season in stores, but clearly online retailers are not staying behind.
