The holidays are fast approaching, which means it’s time to start thinking about your gift list. And if you’re anything like the vast majority of consumers, you’ll be swapping the crowds and craze of brick-and-mortar shopping for the more laid-back approach of perusing what’s in stock from your mobile device.
Adobe recently released its 2014 Digital Index Online Shopping Forecast, which looks at more than a trillion visits on 4,500 retail websites from the past six years—as well as 20 billion visits from last month—in order to come to its findings: that mobile devices and holiday shopping are a match made in marketing heaven.
According to the report, e-commerce prices will hit rock bottom on Thanksgiving Day, lower than any other day during the holiday season.
Record sales of $1.35 billion are expected on Thanksgiving Day (a 27% increase since last year). Sales on Cyber Monday are predicted to reach around $2.6 billion (an increase of 15%) and Black Friday is expected to be the fastest growing online sales day of the year at $2.48 billion (an increase of 28%).
The report not only forecasts that Thanksgiving Day will be the best day to shop online for the best deals, but maintains that a growing number of consumers will be shopping from their mobile devices.
“Consumers will be able to get the best deals this year if they shop online on Thanksgiving Day,” stated Brad Rencher, Senior Vice President, Digital Marketing at Adobe. “Smartphones and tablets continue to drive more and more sales online, which will lead to new sales records on Thanksgiving Day, Black Friday and Cyber Monday. With over 30 cents on the dollar spent via mobile devices, Thanksgiving Day will surpass Black Friday as the most mobile shopping day ever recorded.”
Thanksgiving is expected to be the most mobile shopping day of the year: 31% of all online sales ($418 million) will be generated via smartphones and tablets, up from 21% last year and marking a new mobile share record. Mobile devices will also drive a substantial share of sales on Black Friday (26% or $644 million) and Cyber Monday (20% or $520 million).
Those numbers represent the growing prevalence and prominence of mobile devices and build on 2014’s biggest marketing trend: that retailers can not afford to shrug off mobile as an overhyped channel.
By leveraging mobile devices, personalization tools and contextual signals, retailers can better interact with consumers on a personal level, reaching out when relevant, providing a better experience and, ultimately, finding a higher return on investment.
Social media is proving to be a significant player in the earlier stages of the consumer’s purchasing journey. The report indicates that 2% of purchases will come directly from social media sites like Facebook, YouTube, Pinterest and Twitter. According to an Adobe survey of more than 400 U.S. consumers, only 25% of them will consult social media when deciding to make a purchase, while 40% of 18 to 34 year olds are likely to check social networks for gift ideas.
The report indicates that 18% of mobile marketers plan on using iBeacon technology in order to target consumers.
As the holiday season kicks off, Opera Mediaworks announced Fuse this week, a new cross-screen attribution measurement system to complete its Retail Intelligence Suite (RISe) for retail and CPG brands. This cross-screen attribution tool will be coming at a key time for retail marketers, as they use mobile media to drive online and in-store sales during the holiday shopping season. FUSe will allow them to understand the impact of those campaigns on their Black Friday e-commerce sales, regardless of what device customers choose to use for checkout.