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Cheat Sheet Special Edition: Black Friday & Cyber Monday

Posted 6 December 2013 12:00 AM by Richard Kim

Still recovering from your Thanksgiving meal? Too busy finding great deals to keep track of the news emerging out of Black Friday and Cyber Monday and how it relates to marketing? This week we’re providing a roundup of the milestones, trends and emerging behaviors driven by the busiest shopping season of the year. 


1. Black Friday e-commerce spending up 15 percent to $1.2 billion 

 According to ComScore, this year’s online spending on Black Friday is up 15 percent to a record $1.2 billion, compared to the online sales made in 2012. Once again, Amazon came in first as the most visited online retail site on Black Friday, followed by eBay, Walmart, Best Buy and Target. The Thanksgiving holiday push in e-commerce spending continued to thrive as well, with a 21 percent increase in online holiday sales. Consumers are spending more time from the comforts of their homes, browsing and making purchases from smartphones and tablets rather than having to battle it out in stores with other shoppers. 

  2. Black Friday gets an uptick in mobile sales 

With Thanksgiving falling later this year than in the past, many retailers launched mobile campaigns that gave consumers a sneak peek into Black Friday offers. Mobile accounted for nearly 25.8 percent of total online sales on Thanksgiving, according to data from IBM. On Black Friday, mobile traffic made up 39.7 percent of all online traffic, with smartphones (accounting for 7.2 percent) and tablets (accounting for 14.4 percent) leading online spending. While smartphones were primarily used as a browsing device, consumers ended up using their tablets to finalize their purchasing needs. 

  3. Social is a key play for shoppers during the holidays 

Social media played a big role in this year’s Black Friday/Cyber Monday, helping retailers drive more traffic to their sites, as well as increasing their revenue during the shopping season. Of all the social networks that helped support retailers, Pinterest ranked number one as the best performer in 2013. According to a report by Piqora, Pinterest doubled the revenue sent to retailers on Black Friday and more than tripled the revenue on Cyber Monday. Consumers used Pinterest as a browsing tool to look for products to buy rather than using the platform as a destination to make purchases. 

  4. Cyber Monday sales up nearly 20 percent 

Cyber Monday sales results reported an increase in online traffic by 58 percent and sales increased by more than 20 percent compared to last year, according to a report by IBM. Both Amazon and eBay shared the spotlight as the top two retail websites that showed the most increase in traffic and spending. In addition, mobile sales increased 55 percent year-over-year and now accounts for more than 17 percent of the total online sales during Cyber Monday.

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