The Thanksgiving day weekend, including Black Friday and CyberMonday, showed a significant revenue gain of 15.4% this year over last year, according to The Custora E-Commerce Pulse, a free online dashboard tracking real-time online transactions from over 100 US online retailers, 100 million online shoppers, and over $40 billion in transaction revenue. CyberMonday 2014 easily outpaced CyberMonday 2013, making it "the biggest day in US online shopping history."
Here are a few lessons marketers can learn from the underlying data:
- "Mobile shopping was driving Cyber Monday and holiday weekend online shopping."
The Custora dashboard shows that "Mobile Shopping" (e-commerce orders made on mobile phones and tablets) accounted for over a fifth of online shopping on Cyber Monday 2014 – 21.9% of orders. That's a jump from 15.9% on Cyber Monday 2013. For the full holiday weekend, Mobile Shopping accounted for 26.4% of orders, up from 19.7% over the same period in 2013. Mobile accounted for 30.3% of orders on Black Friday 2014, up from 22.5% on Black Friday 2013. This suggests to marketers that mobile shopping is rising dramatically -- to the extent that it is now a key component of online shopping. Marketers need to be certain to adjust their programs to accommodate mobile shopping.
- "Email Marketing and Google Search were the key to e-commerce success over the weekend."
According to the Custora dashboard, email marketing was the leading channel for driving the most online sales on Black Friday, accounting for 27.3% of sales. Beyond email, 18.9% of sales originated through free search, and 18.5% through paid search on Black Friday. Cyber Monday exhibited a similar trend, though less pronounced – with email marketing driving 23.9% of orders, free search 18.8%, and paid search 16%. For the holiday weekend, the story is similar, with email marketing generating 23.1% of orders, free search 19.4%, and paid search 17%. This is a signal to marketers that email marketing continues to be an important tactic that should not be overlooked or prematurely abandoned.
- "Social media (including Facebook, Twitter, Instagram, and Pinterest) was not a meaningful channel during the holiday weekend." Social media accounted for only 1.7% of e-commerce orders during the weekend, and only 1.5% of orders during CyberMonday. This suggests to marketers that a dependency on social media for online ordering could be misguided. Social media may be effective in engaging customers and building relationships, but it does not appear to influence online sales.