By Jim Yu
As we come down off the high from Black Friday and Cyber Monday, we’ll no doubt be looking at some exciting preliminary figures for commerce online.
But it’s not time to kick up our feet quite yet. According to data cited by Google, 48 percent of shoppers will do their shopping in early December. Additionally, due to the last-minute gift rush, December 21 and 23 were shown to be the best in-store shopping days aside from Black Friday in 2013.
The forecast continues to look good this year in terms of online shopping. The National Retail Federation reported that more than half of U.S. consumers planned to make at least some of their holiday purchases online this year.
The purchase journey online will consist of multiple devices, as expected. According to the 2014 Pre-Holiday Retailer and Consumer Study by Shop.org, people are using their smartphones and tablets specifically to:
- Research products (42 percent smartphone, 53 percent tablet)
- Look up store contact and hours information (one-third of those surveyed)
Mobile users are also converting at a growing rate. According to IBM ExperienceOne, 19.1 percent of all website sales in December 2013 were on smartphones and tablets – more than three times that of December 2011.
Numbers from this year are sure to reflect an even larger growth as more brands become mobile friendly.
In fact, research coming from BrightEdge shows smartphone and tablet sales for the first three quarters of 2013 rivaled desktop in average order size; smartphone conversions increased 26 percent in Q3 from Q1 2014.
To illustrate, the following chart shows the average order size by device for the retail industry, indexed to desktop performance.
As marketers, we’re on a constant iterative cycle …read more