Nobody needs to tell you that ecommerce sales are exploding, while traditional retail is in decline. But what are the stats to prove it?
When doing the research, we found that Black Friday brick and mortar store visits dropped 7% last year, while ecommerce sales increased 23%.
While impressive, we do have to keep these numbers in context, however, as overall Black Friday sales hit $717.5 billion in 2018, up 4.3% from the $682 billion spent in 2017. This is a monumental amount, and ecommerce actually only makes up about $6.2 billion of that number.
Nevertheless, ecommerce is the new frontier, rapidly growing and rapidly changing.
Web hosting and technology review site WhatsTheHost researched the most interesting Black Friday and Cyber Monday ecommerce statistics that you need to know this year and visualized them in this infographic. We highlight some of our favorites below.
Mobile Shopping is Now Commonplace
Smartphones and improved mobile networks have definitely compelled consumers to do primary and secondary shopping on their phone.
Research from Adobe Analytics shows that in 2018, 67% of all digital traffic generated on Black Friday came from mobile devices, compared to 61% in 2017.
One takeaway for business owners is to always try to improve site speed, as a 1 second speed delay could cost Amazon up to $1.6 billion.
Mobile may still be more of a browsing and research experience when compared to desktop, however, as the volume and value of orders still skew towards desktop.
The National Retail Federation found 66% of all American consumers used mobile devices to compare products and prices in the weekend following Thanksgiving. Although that’s impressive, BigCommerce found that desktop orders averaged $122.37, smartphones orders averaged $88.25 and tablet orders averaged $107.06.
What this shows is that consumers may be not as comfortable buying on mobile for larger purchases, and still prefer the larger desktop experience. Nevertheless, mobile is rising and will continue to play a huge part.
Amazon Dominates
The landscape of digital shopping is not evenly distributed. It favors one giant: Amazon.
The company accounted for 56.6% of all online sales on Black Friday in 2018. For one company, that’s a huge proportion of sales, leaving the remaining amounts for all other retailers combined.
Consumer Trends
While some claim that they don’t fall for the Cyber Week sales, research shows that 86% shoppers are planning to take part in Black Friday, Cyber Monday or other pre-Christmas sales in 2019.
Take a look at the infographic below and use the data for your own holiday media and marketing planning.
Author
Alex North is an American translator and content editor for WhatsTheHost.com living in Germany. She loves combining research with visual interpretations for maximum understanding – in any language.C
Reference
Link to graphic source: https://www.whatsthehost.com/black-friday-cyber-monday-statistics/
