Mobile Extends Holiday Season Shopping

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Adobe Digital Index, reported an increase of 12.7 percent, with online sales at USD 83 billion for the holiday Season, making the season better than expected, where the online sales were expected to grow at 11 percent Year-Over-Year. As reported by Adobe Digital Index,  “It wasn’t until the very end of the season that we saw a significant surge in sales, which drove the 12.7 percent year-over-year growth. Phone traffic exceeding desktop traffic some days was one of the drivers of that growth.”

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The online sales during December were propelled by “buy online, pick up in-store” option offered by  retailers. With the service, the concerns around product availability were mitigated, extending the shopping season until the very end.

“During the last couple of years, there was a lot of talk about retailers trying to spread out the holiday season,” White said. “This year, they really weren’t able to get the buying started that much earlier, but they were able to keep it going longer into the Christmas week.”

Mobile Phones were at 39 percent of visits and 17 percent of sales during holiday 2015, which is more than the share of sales and traffic driven by tablets. However, share of sales from tablets at 44 percent from mobile devices in comparison with share of visits at 24 percent reveals a higher conversion rate for tablet users.

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ADI reveals that search and referral sources were the key drivers of traffic at nearly 57 percent, for holiday season with email and display advertising gaining momentum.

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The most buzzed brands among Big Box retail and eCommerce, maintained the velocity of social mentions, however Social Media was not an important source of online traffic. Social Media buzz is seen important for audience engagement and generating awareness,however, search and affiliate sources are the critical channels for driving online traffic, making for an approximate 60 percent of online traffic. Email and Display advertising are the fastest growing channels for online traffic.

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Thanksgiving Day was the fastest growing Sales Day with Cyber Monday being the biggest for Online sales. Limited time Deals were the highlight of Retail sales strategy as product view rates for Out of stock products were high. The Deals available for different categories varied throughout the season, with discounts on electronics being the highest during Thanksgiving, while for Apparel discounts were available throughout the season.

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Online and Non-store Holiday Season Sales Grew By 9 percent

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NRFAccording to National Retail Federation, Online and other Non-store holiday season sales grew by 9 percent to USD 105 billion. Holiday sales in 2015 increased 3 percent to USD 626.1 billion. NRF’s  earlier forecast of total growth, including online sales, was at 3.7 percent reaching USD 630.5 Billion dollars.

“Make no mistake about it, this was a tough holiday season for the industry. Weather, inventory challenges, advances in consumer technology and the deep discounts that started earlier in the season and that have carried into January presented stiff headwinds as retailers competed with one another and their own bottom line,” said NRF President and CEO Matthew Shay. “Despite these factors, the industry rallied, consumers responded and sales still grew at a healthy rate, which is a huge testament to the resilience, knowledge and expertise of our retail leadership.”

The US Commerce Department placed the growth estimate at a decline of 0.2 percent, for December retail sales seasonally adjusted month-to-month and increased 2.2 percent unadjusted year-over-year. Though there is more to the data as pointed out by the Chief Economist for NRF. While on the surface trends may appear softer than expected, according to NRF Chief Economist Jack Kleinhenz the rise in November retail sales is actually very much in line with the events shaping the 2015 holiday shopping season. Sales in November excluding autos, gas and restaurants increased 0.5 percent seasonally adjusted over the previous month and 3.0 percent unadjusted year-over-year.

“The growth in November really does point to a healthy consumer who at the end of the day will help retailers see solid growth, despite the economic and environmental challenges.” Jack Kleinhenz, NRF Chief Economist

 

 

 

Mobile Traffic Increases To Nearly 60 Percent For Black Friday

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Online Sales Predicted to Grow by Over 14 Percent

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Mobile IBM predicts online sales will grow by more than 14.5 percent over 2014. Led by mobile shopping, consumers indicate the Apple Watch, Samsung, Sony and LG TVs, Microsoft Surface Pro 4 and more are at the top of their shopping lists, according to the IBM Watson Trend App.

Traffic from Mobile Devices exceeds the 54 percent mark for early Black Friday deals with Average Order Value exceeding USD 141 in the early morning hours of Black Friday . Smartphones are the more popular devices with iOS being the preferred operating system among the online shoppers, according to IBM Live Benchmark data. Mobile traffic in 2014 accounted for 52 percent of all online traffic, an increase of 22.4 percent year-over-year, and mobile sales were 32.3 percent of all online sales, an increase of 25.4 percent, according to the IBM Digital Analytics Benchmark report. Apple iOS is leading the way in mobile shopping this holiday season, outpacing Android in online sales.
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ConversionAccording to Internet Retailer, Online sales were up 24 percent on Thanksgiving morning, reaching the half-billion-dollar mark, as shoppers jumped on early holiday deals, even though the discounts weren’t as steep as last year’s, according to data from Adobe Digital Index.

Shoppers on smartphones and tablets drove 52 percent of the traffic, with the smartphone share of mobile purchases growing 30 percentage, to 17 percent this Thanksgiving from 13 percent during the same period in 2014, according to the Adobe Inc. data that tracks visits to more than 4,500 U.S. retail websites. The share of sales coming from shoppers using tablets stood at 14%, down from 16% in 2014, the Adobe data shows.

Between midnight and 10 a.m. Central Time, U.S. consumers purchased USD 500 million online, or USD 100 million more than during the same period last year, Adobe says.

Scot Wingo, executive chairman of ChannelAdvisor, an e-commerce services provider that helps retailers sell through online marketplaces. “To put this in perspective, last year we saw 19% growth for mid-day Thanksgiving and we ended Thanksgiving up 20%.”

The e-commerce trend is staying strong after IBM reported online sales up 35 percent Wednesday over the same day last year and up 21 percent Tuesday over the prior year

According to IBM Watson, Live Predictions, the top-selling products for Black Friday are likely to be:

  • Beats by Dre: Beats headphones, earbuds, and speakers have been wildly popular since first appearing in 2008. Watson finds growing chatter around the Beats Solo2 Wired On-Ear headphones as well as the release of Dr. Dre’s unheard tracks on Apple’s Beats 1 streaming music channel. Additional trending headphones include Sennheiser, Bose, Skullcandy and Sure.
  • Jordan Shoes: Known best for its original Air Jordan line of basketball sneakers, Jordan Brand has released a new line of performance running shoes. Watson finds that the line is being lauded for both their aesthetics and foot support and is gaining popularity among consumers who sported the original sneakers in the 1990s.
  • Nintendo Super Smash Bros: Nintendo’s Super Smash Bros for Wii U is generating significant buzz and Watson knows why. While the game features popular Nintendo characters such as Mario, Donkey Kong and Pokémon, it’s the “unprecedented” addition of Final Fantasy’s Cloud Strife that has gamers buzzing with excitement.
  • MeccaNoid Personal Robots: Personal robots including those from Star Wars are popular this year but many parents are also looking to more “edutainment” focused gifts. Watson reports that many parents are looking at MeccaNoid, which teaches kids from ages 8 to 12 how to create, learn and code so they can ultimately build their own robot.

 

IBM has also identified the fastest trending products. These are based on the impact (size of the conversation) and the momentum (the rate of growth of the conversation):

  • Toshiba Satellite Laptops
  • Disney Princess Legos
  • NordicTrack Treadmills
  • Klipsch Speakers
  • Asus Zenbook Laptop