IBM has announced online sales were up around a fifth during the first days of the USA’s holiday season. Thanksgiving Day was up 17.4% and Black Friday grew by 20.7% according to the computing company’s cloud-based analytics findings.
Nearly a quarter of consumers (24%) used a mobile device to visit a retailer’s site. Whereas purchases from smartphones contributed to 16% of sales, up from last year’s 9.8%. Further proof, if we really needed it, that mobile use is rising.
iPad’s were the go-to device of the American consumer during Thanksgiving. The Apple device reached 10% of online shopping traffic, more than any other tablet or smartphone. iPhone and Android hardware was just behind with 8.7% and 5.5% respectively.
Keeping with the iPad, IBM’s analytics showed it to have an 88.3% share of tablet traffic. Barnes and Noble’s Nook trailed Cupertino’s hardware by a considerable margin with 3.1%. After which the Amazon Kindle managed just 2.4% and Samsung Galaxy a mediocre 1.8%.
Sizeable vertical increases
The big vertical-specific headline was in home goods where there was a 28.2% increase in sales from Black Friday 2011. Apparel also witnessed solid Black Friday numbers with a 17.5% increase over 2011 figures.
Jay Henderson, Strategy Director at IBM Smarter Commerce, emphasised retailers’ need to interact with the consumer when they were ready to make a purchase. Henderson felt optimising user experience and personalisation were priorities for boosting sales.
“[The big winners] deliver customer experiences that not only connected shoppers with personalised deals but did so at the right touch point and at precisely the right time and place, whether on their couch or the store floor,” he said.