Amazon Trumps The Holiday Season 2015 and Key Advertising Trends


Adobe reports mobile devices accounted for about 25 percent of sales and 45 percent of visits to retail websites from Nov. 1-Dec. 22. Adobe also reports that conversion rates have hovered between 3 percent and 3.5 percent since Thanksgiving, when it peaked at 5 percent. Out-of-stock rates are 10-15 percent higher than last year, indicating that retailers appear to be shifting more sales and inventory toward the start of the shopping season Adobe says.

The highest out-of-stock days were Green Monday (16 percent), Dec. 7 (15 percent) and Dec. 21 (14 percent), Adobe reports. Top-grossing products through Dec. 22 are Samsung 4K TV sets, Xbox, iPad mini, PlayStation 4, gift cards and iPad Air 2 Adobe says. Free Shipping Day accounted for USD 1.48 billion in Online Sales, and Cyber Monday on Nov. 30, The Monday after Thanksgiving was the largest U.S. online sales day in history with USD 3.07 billion in sales, followed by Black Friday, the day after Thanksgiving, at USD 2.74 billion spent online, according to the Adobe Digital Index, which bases its estimates on the sales of Adobe’s online retailer clients.

According to Internet Retailer, Data from e-commerce analytics provider Slice Intelligence shows that the online spending surge peaked on Monday Dec. 21, with revenues up 27 percent year-over-year. Slice bases its estimates by tracking receipts shoppers receive via email. According to Bloomberg, After getting online shoppers accustomed to two-day deliveries, the Web retailer is pushing to grab a bigger chunk of sales from brick-and-mortar stores. Amazon upped the ante this year by expanding its one-hour Prime Now delivery service to big cities. Total online shopping is on track to climb 11 percent in November and December to $95.5 billion, according to Forrester Research.


Amazon Inc. was the most dominant retailer on what Slice calls Manic Monday with 55 percent of what Slice calls “relative market share,” the percentage of a retailer’s sales versus those of direct competitors. However, apparel retailers experienced the most growth, Slice reports. Carters Inc.  grew the most of any apparel retailer, seeing a year-over-year sales spike of 273 percent. Home goods e-retailer Wayfair LLC saw sales skyrocket by 158 percent, according to Slice. ChannelAdvisor clients selling on Amazon grew sales 18.1 percent from Dec. 15 through Dec. 21, down from the previous week’s 19.5 percent growth.

According to Marin Software report the key trends in Search and Mobile advertising are :

  • Between Black Friday and Cyber Monday, smartphone clicks grew by 87 percent YOY almost equaling desktop clicks. This reflects a dramatic increase compared to 2014, when smartphone clicks accounted for only 28 percent of all clicks.
  • Clicks grew across smartphones, tablets, and desktops, with the large increase in smartphone click share being attributed to growing smartphone adoption. The increase in tablet and desktop clicks YoY shows that people are using their smartphones in addition to desktop and tablet devices, not instead of them.
  • Marin saw similar trends across spend, with the ad spend share for mobile growing by 66 percent  YoY.
  • Overall ad spend for mobile was up 101 percent with spend doubling on both Google and Bing YoY.
  • Cyber Monday beat Black Friday in terms of clicks and ad spend for both 2014 and 2015 with cost per click (CPC) prices markedly higher than any other day over the weekend.

However according to comScore the key takeaways indicate that mobile and Desktop have different trends for site visits for retail with Mobile peaking on Black Friday and Desktop on Cyber Monday.



  • Mobile traffic significantly outpaces desktop traffic every single day, including Cyber Monday.
  • Mobile traffic peaks on Black Friday, while desktop traffic peaks on Cyber Monday.
  • Cyber Monday is the peak day for overall multi-platform web traffic, but Black Friday is not far behind.
  • Desktop traffic has a distinct weekly pattern with troughs occurring during the weekends, while mobile traffic is much more consistent across different days of the week.



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