Black Friday U.S. E-Commerce Up 16.1% Over 2014
Data from the Custora E-Commerce Pulse shows that Black Friday was mobile Friday, with Apple mobile phones and tablets accounting for 77.6% of all orders online, and email marketing driving a quarter of all transactions.
Online sales in the US were up 16.1% on Black Friday 2015 compared to Black Friday 2014, driven by email marketing and mobile shopping.
The data comes from the Custora E-Commerce Pulse, a free online dashboard providing key US e-commerce statistics and benchmarking data from over 200+ online retailers, 500 million anonymized shoppers, and $100B in e-commerce revenue.
Here are the most notable trends of Black Friday 2015:
1. Black Friday e-commerce revenue is up 16.1% over Black Friday 2014
This is very strong growth in revenue, combined with order growth of 15.6% over Black Friday 2014, and AOV (Average Order Value) growth of 0.5%. Retailers did a good job growing the top line without being overly promotional compared to last year.
2. Black Friday was Mobile Friday
Mobile Shopping (e-commerce orders made on mobile phones and tablets) accounted for over a third of online shopping on Black Friday 2015 – 36.1%. That’s a significant jump from 30.3% in Black Friday 2014.
3. Mobile shopping = Apple
Similar to the season’s trends so far, on Black Friday, consumers who shopped on mobile devices (phones and tablets), where likely to do so on Apple devices (iPhones and iPads). 77.6% of all orders made on mobile devices happened on Apple devices, while only 22.1% happened on Android devices. The silver lining for Android devices is the slight increase from last year – from 19.5% of orders.
4. Email Marketing was the biggest marketing channel on Black Friday, driving a quarter of all transactions
Email Marketing drove the most online sales on Black Friday. While usually lagging behind online search (free and paid), on Black Friday email marketing was the primary channel, driving 25.1% of orders. Beyond email, 21.1% of sales originated through free search, and 16.3% through paid search. Social media (including Facebook, Twitter, Instagram, and Pinterest) drove only 1.7% of sales.
Source: Custora Blog
Related: Why This Holiday Season is Creating Winners and Losers in the Transportation Industry
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