As the holiday season comes to an end we’ve tracked the shopping trends that started as early as the weekend of Thanksgiving, or Cyber Weekend as it has been dubbed. Aware of the shorter shopping season giving retailers 6 days less than last year, stores made sure they ramped up the deals to attract more traffic. Despite the blow out sales and optimistic outlook, shoppers were not motivated enough to take a trip to the store as mobile and tablet sales trumped in-store sales. Not only are shoppers avoiding the mall but they are turning to their smart phones and tablets that are easily accessible to them 24/7.
We’ve compiled a list of the most relevant shopping trends this holiday season:
Biggest Cyber Monday in history reaching over $1.7 billion in sales
E-commerce continues steady growth with 18% increase in sales from last year
According to early reports from IBM, 25% of online traffic comes from smartphones and 15.2% comes from tablets but when it comes to sales, 15.7% of customers chose their tablets to shop compared to 7.4% who used their smartphones. Tablets also averaged 13% more dollars spent per order than smartphone purchases.
Amazon reports that nearly half of their customers used a mobile device this season
In-store sales saw a significant decline with 21.6% fewer foot traffic and 2.9% decrease in sales
Retailers are taking note of this shift in purchasing preferences and are trying to adapt as quickly as possible. Gap introduced the “Reserve in Store” option that allows you to find the item online and keep it on hold at a store close to you, Kohl’s offers “Ship from Store”, and Amazon and Ebay advertise same day delivery. With the goal of maintaining online sales while also bringing customers inside stores, now more than ever brands are prioritizing building robust online stores with powerful eCommerce platforms to optimize sales in every channel.