Digital shoppers spent less time worrying about which stores were open on Thanksgiving, and more time shopping on their phones and tablets. Mobile shoppers made up 63% of total online visits to retail sites. 50% of those visits occurred on smartphones (64% iOS; 36% Android), and 13% came from tablets (84% iOS; 16% Android).
“More people are gravitating to the comfort and convenience of mobile shopping,” said Chris Mason, CEO of Branding Brand, a digital commerce platform used by over 200 retail clients in industries including apparel, health and beauty, and sporting goods. “Retailers are encouraging extended, multi-day shopping sprees because people can shop from anywhere, and online stores never close.”
More Purchases on Mobile
Unlike recent years, when customers researched on mobile and bought in-store or on desktop, more shoppers made their purchases on mobile sites, leading to a 25% increase in conversion from 2014. Smartphones saw a 42% year-over-year increase in conversion, while tablets saw a 6% year-over-year increase.
Mobile Shoppers Order in Bulk
Shoppers aren’t afraid to order in bulk using mobile devices. One person’s Turkey Day order, placed on a smartphone, included 240 body lotions. Another included 85 glass candy dishes.
Smartphone Shoppers, and West Virginia, No. 1
Smartphone shoppers were more likely to make a purchase than those on tablets. Nearly one in every four dollars spent online occurred on smartphones. On average, mobile shoppers from West Virginia, Kentucky, Ohio, Indiana, and Iowa were the biggest spenders.
Consumers Purchased by Day, Browsed by Night
In each time zone across the U.S., mobile revenue peaked at 11 a.m., and mobile visits peaked at 8 p.m., revealing that mobile shoppers purchased in the morning and browsed early Black Friday deals after dinner.
Additional reports on Cyber Weekend and the holiday shopping season will be released throughout the week at blog.brandingbrand.com.
Take a look at the Thanksgiving 2015 video.
Data Used: Branding Brand analyzed a total of 7,432,925 visits across a sample of 50 U.S. retailer sites on Thursday, Nov. 26, 2015.