2011 Online Holiday Shopping Stats RoundupBy Kadley Gosselin December 22, 2011
While the growth of eCommerce has been inconsistent due to economic instability and other barriers, the 2011 holiday season has given online shopping a boost across a number of platforms. People are shopping on their phones, tablets, computers—at home, in stores and even at work. This year has been the most active in eCommerce, mCommerce and newly tCommerce (tablet commerce)—with $32 billion spent online this holiday season so far (a 15% increase from last year), according to Comscore.
Holiday Shopping Season Recap
- $32 billion spent online (in the first 48 days of the shopping season)
- Biggest week: 12/12/11-12/18/11 consumers spent a record $6.3 billion online (Networkworld)
- On Thanksgiving, 24% of all online purchases came from a mobile device (the highest share of online shopping between Nov 1 and Dec 18)
Top 3 Days for Online Spending:
- Cyber Monday 11/28 – $1.251 billion
- Monday 12/5 – $1.178 billion
- Green Monday 12/12 – $1.133 billion
(View the full infographic here)
mCommerce & tCommerce Recap
- 23.5% of smartphone and tablet owners said their device has been an integral part of their holiday shopping experience so far and they could not shop without it
- On Cyber Monday, 10.8% of traffic came from mobile devices (versus 3.9% in 2010)
- Mobile sales contributed 6.6% of total eCommerce sales on Cyber Monday (versus 2.3% in 2010), according to Internet Retailer
- Mobile sales on Cyber Monday were 113% greater than on Black Friday (mShopper)
Top Categories Shopped via Mobile
eBay reported that the five most popular categories shopped via eBay mobile on Cyber Monday were:
- Clothing, shoes and accessories
- Computers and networking
- Jewelry and watches
- Sporting goods
- PayPal reported a 552% increase in global mobile payment volume this Cyber Monday compared with Cyber Monday 2010
- GSI Commerce (eBay’s eCommerce and mCommerce tech provider) reported a 374% increase in U.S. mobile sales this Cyber Monday compared with Cyber Monday 2010
The Typical Mobile Order
- 52% of all mobile shoppers on Black Friday and Cyber Monday used promotional codes
- Average mobile order value: $88
- Average order size: close to two items (Internet Retailer)
Tealeaf’s recent social media study showed an interesting trend: “power shopping,” in which people claimed they were not only using their phones to help them shop in-store, but shopping via their mobile devices and shopping in the store at the same time.
- Let there be discounts
- Cash in on big spending days
- Make it easy
As demonstrated in numerous studies, people shop online largely for the discounts. Mobile coupon codes are especially popular (52% of all mobile shoppers used them on Black Friday and Cyber Monday). Moreover, when they’re particularly easy to use, they can inspire a sense of urgency around a purchase which will often seal the deal. Discounts are appreciated in any form: SMS, browser extension tickers, and in email form.
While mobile devices have enabled a 24-7 shopping culture, people still rely on scheduled sale days, even—sometimes especially—if they’re shopping online. Numbers show that two of the top three days this online holiday shopping season were not spontaneous; Cyber Monday and Green Monday both grossed over $1 billion each. Cash in on shoppers’ heightened interest in retail on these specific days by offering deals that feel exceptional and not-to-miss.
Two of the top cited reasons for shopping online were around convenience: the ease of comparing products online and the ability to ship gifts directly to recipients. People want online shopping to be a smoother process than dodging crowds in stores—from start to finish. Make sure your mobile site (a soon-to-be necessity for eCommerce!) is user-friendly and streamlined, offering one-click-buying options wherever possible. Free shipping is also a huge draw, so make sure gifts can be personalized and shipped right to the recipient.
Image credit: David Joyce