Online retail purchases made via mobile devices represented 36.9% of all sales this Black Friday in the US, according to research by Adobe Digital Insights.
Based on the analysis of 80% of online transaction for 100 of the largest US web retailers, shoppers in the US spent a total $5.03 billion online during the shopping event. That’s 16.9% more than in 2016.
Mobile sales accounted for around $2 billion and over half of site visits.
Meanwhile, Springboard found that British high street shopping during the event was 4.2% lower compared to the previous year.
However, online transactions were up 11.3% during the week before the event.
At the same time, Optimove figures found that the average discount on orders dropped 12% compared to 2016. The average numbers of order jumped 9% this year.
Optimove’s analysis is based on over seven million eCommerce transactions during Black Friday. It suggests that consumers are turning to online shopping to avoid longer queues whilst also being willing to accept fewer discounts.
Pini Yakuel, founder and chief executive of Optimove, said:
“As the numbers come in after Black Friday, it is clear that more shoppers are opting to buy online rather than in-store, which is why it is more important than ever that retailers understand the behaviours and motivations of their online customers.”
In addition, Optimove said that 71% of shoppers were returning to brands that they had shopped with the previous year. Yakuel adds:
“Despite the supposed ‘death’ of customer loyalty, driven in part by the ease of price comparison online, there are signs that days like Black Friday may be helping retailers to keep customers coming back to their brand. The challenge for retailers is to continue building on this relationship outside of the pre-Christmas and sales period.”