Thanksgiving weekend might have looked a little different this year. Reports indicate less mall madness and a little more mobile madness. With sales starting earlier and extending throughout the holiday season both in stores and online, shoppers didn’t need to wait hours in line for great deals anymore. They did it in the comforts of their home while wearing their post-Thanksgiving meal sweatpants. It doesn’t get better than that.
In-store purchases were down an estimated 10.4 percent to $20.4 billion over Black Friday Weekend; while Cyber Monday sales indicated a 16.2 percent increase from last year to $3.07 billion. The Adobe Digital Index claims this is the biggest day for e-commerce in U.S. history, and notes, “Cyber Monday had the most positive social sentiment with 56 percent relating to joy or admiration, versus 40 percent for Black Friday”.
A not-so-surprising topliner this season was mobile. According to Custora, 36.1 percent of online sales (up from 30.3 percent last year) were placed via smartphones and tablets; while mobile alone reached a record sales volume of $799 million, about 26 percent of total sales.
The shift to digital has impacted this American shopping tradition, redefining the importance of digital & mobile advertising, which provides revolutionary opportunities for innovation during the nation’s most popular retail quarter. As consumers display a significant increase in cross-device usage, it’s imperative to acquire new customers during their moment of intent across all devices.
Learn more about our integrated holiday marketing strategy, which provides a practical solution to maximize the reach of your consumers here.
Also, check out our Holiday Marketing infographic with information on how you can leverage Connected TV and Programmatic for your holiday marketing campaign.
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