US retailers had a lot to be thankful for this Thanksgiving weekend as consumers turned their attention from family dinners to good deals, driving mobile sales to record highs. According to just released statistics from Adobe, "consumers took full advantage of their mobile devices to shop on Thanksgiving Day and 'omnishop' while in stores on Black Friday," triggering back-to-back billion dollar shopping days.
Pass the Turkey and My iPad
This wasn't your grandmother's Thanksgiving holiday. This year, customers feasted on the promise of once-a-year deals to boost online sales on Thanksgiving Day and Black Friday to $1.062 billion and $1.93 billion, respectively, according to the Adobe Digital Index 2013.
Tamara Gaffney, principal analyst for the Adobe Digital Index, said retailers tried to "play every angle possible" by adding new mobile capabilities like in-store Wi-Fi, expanding mobile app offerings and optimizing websites for easier use from small screens.
Adobe analyzed nearly 400 million visits to the websites of more than 2,000 US retailers on Grey Thursday and Black Friday. Research is based on the analysis of select, anonymous and aggregated data from companies using Adobe Analytics, a key component of Adobe Marketing Cloud.
The data showed nearly a quarter of online sales occurred on smartphones and tablets, with iOS devices driving more than $543 million of the total $691 million online sales on the two key shopping days.
But here is something that might surprise you. IBM found social media may be overrated: only 1 percent of orders on shopping sites came from people who visited a social network immediately beforehand — only a tad higher than the .34 percent it reported a year ago. That number is based on IBM tracking transactions across 800 US retail websites. Maybe we're influenced less by our friends than we think.
Here's a quick look at Adobe's Thanksgiving and Black Friday data in an exclusive CMSWire infographic created by Jackie Jordan.