Winners in Cyber Monday, Black Friday Scramble
- 86.9 million consumers shopped in stores and on the Web on Black Friday, NRF says on Sunday.
- Thanksgiving Day deals eroded Black Friday's share of the digital sales, IBM reports on Saturday. "Black Friday online sales were 63.5 percent higher than Thanksgiving Day," but they were 70 percent higher in 2013, says IBM.
- Half of Web shoppers were on mobile devices—49.6 percent on Black Friday and 52.1 percent on Thanksgiving Day. But IBM adds only 27.9 percent of online sales were via mobile.
- Buyers on desktop computers spent 16.6 percent more than purchasers using mobile devices, IBM says.
- Facebook and Pinterest were top social influencers of sales, according to IBM.
- 5.3 emails per online shopper for Black Friday 2014 meant marketers were sending fewer messages—11 percent lower than 2013, resulting in lower open and clickthrough rates.
"Mobile has become the new Thanksgiving tradition as consumers find the best deals with their fingers as well as their feet," says Jay Henderson, director of IBM Smarter Commerce, in the Saturday announcement. "We saw retailers harness the power of data to engage shoppers in new ways, identifying the unique preferences of their customers while quickly capitalizing on new online, mobile or in-store trends as they emerged."
Is the erosion of Black Friday's influence a good or bad occurrence for marketers?
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