5 Charts You Need To Look At From Holiday Season

Online retail sales increased by 26 percent over Black Friday and Thanksgiving in 2015 YOY. Mobile accounted for nearly 60 percent of search traffic and 40 percent of online sales for Thanksgiving and Black Friday weekend. Transactions peaked on Cyber Monday, which continued to be the biggest online shopping day of the season. Online sales for that day grew by 17.8 percent year-over-year. On Black Friday Smartphones accounted for 44.7 percent of all online traffic, 3.5X that of tablets at 12.5 percent. Smartphones surpassed tablets in sales, driving 20.6 percent of online sales (up nearly 75 percent over 2014) versus tablets at 15.5 percent.

According to a report by IBM Watson, for Holiday Season 2015, here are five charts that marketer’s need to look at:

Cyber Monday continued to be the biggest online sales day, ringing in 17.8 percent higher sales than 2014. Cyber Monday sales were 25.5 percent higher than Black Friday online retail sales.

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Cyber Monday outpaced Black Friday and Thanksgiving as shoppers continued to cash-in on deals later in the evening.

While Cyber Monday continues to be the biggest online shopping day of the year, Thanksgiving and Black Friday grew at a faster pace.

  • Thanksgiving online sales grew by 26 percent with 40 percent of all online sales generated by mobile devices.
  • Black Friday online sales grew by 21.5 percent with 36.2 percent of all online sales generated by mobile devices.
  • Cyber Monday online sales grew by 17.8 percent with 27.6 percent of all online sales generated by mobile devices.

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Desktop traffic was 47.5 percent of all online traffic for November and December combined compared to 54.8 percent for the same period in 2014. Similarly, desktop sales represented 69 percent of all online sales compared to 77.3 percent in 2014. Smartphones continued to increase in their share of traffic and Online sales.

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Among the operating systems, iOS and Android grew at roughly the same pace year-over-year in percentage sales and traffic.

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Among the operating systems, iOS outpaced Android in many online shopping metrics, however Android had slightly higher average page views per session in addition to a better bounce rate.

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