Online Retail Today

The Stats Are In: Cross-Channel Holiday Deals Offer Biggest Returns for Retailers

The Stats Are In: Cross-Channel Holiday Deals Offer Biggest Returns for Retailers
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Let’s face it. Black Friday in-store sales are not for everyone. While thousands of shoppers truly enjoy the energy and excitement of single-day, in-store holiday promotions each year, it’s not surprising that many others prefer the more laid back coffee-computer-couch approach to holiday shopping.

This year, we surveyed our retailer clients to find out how much of a sales bump omnichannel retailers saw when they offered cross-channel promotions (online and in-store) throughout Thanksgiving weekend and beyond. As it turned out, the numbers were impressive.

Cyber Week Performance

  • Retail spending over Thanksgiving weekend fell 11%
  • …but omnichannel retailers on the Kibo platform enjoyed 40% gross merchandise value (GMV) growth spanning eight days.
  • Kibo retail customers also saw spikes over the holiday weekend that led to year-over-year growth of more than 93%.
  • Kibo retail customers saw impressive growth rates throughout the “Cyber 5” weekend, including:
  • 38% GMV growth on Black Friday
  • 77% GMV growth on Cyber Monday
  • 62% year-over-year GMV growth on Small Business Saturday
  • 93% increase in order volume over 2013 on Sunday

Demand for In-Store Pickup

This year’s Cyber Week also saw growing demand for in-store pickup, with heavy traffic Monday through Wednesday, until retailers abandoned store fulfillment in favor of managing Black Friday store operations and door-busters.

  • The rate of in-store pickup orders during the week leading up to Thanksgiving was 3.5x higher than aggregate in-store pickup rates for the Cyber 5.
  • In-store pickup transactions peaked on Monday, November 24, representing 15% of total orders.

Mobile Confidence

The rise in smartphone usage once again fueled the biggest online shopping holiday period. This year, consumers demonstrated their confidence in mobile shopping might be growing, by making larger overall mobile transactions.

  • The average order value originating from mobile transactions grew significantly compared to desktop transactions, growing 2x as much throughout the weekend as desktop purchases grew.
  • Black Friday’s average order value of mobile orders increased 51%, while desktop average order value grew 35%
  • Desktop eCommerce remains the preferred channel for high-ticket purchases, with mobile average order values hanging 9% below desktop orders on Black Friday.
  • Mobile traffic on Black Friday represented 47% of total traffic, while mobile sales accounted for only 30% of overall Black Friday sales.

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