National Broadband News

Black Friday and Cyber Monday set online and mobile shopping records

5th December 2014
Black Friday and Cyber Monday set online and mobile shopping records

Record online and mobile shopping during Black Friday and Cyber Monday have been reported in the UK based on consumer transaction data analysed by IBM.

“It has become clear from their behaviour that consumers are increasingly using technology as part of their shopping experience. Retailers are acknowledging this by optimising the customer experience, developing customer data strategies and applying the insights to drive ever more targeted and personalised communications to customers," said James Lovell, European retail solution leader at IBM. 

“With the increase in mobile usage and the adoption of digital technologies in the physical store environment, it is encouraging to see that retailers are treating this seriously and starting to reap the rewardsm” he added.

After being adopted in the UK last year, Black Friday continued to gain ground as one of the busiest UK shopping days of the year as consumers sought the best deals. Black Friday online sales were up 91.6 percent compared to 2013, driven by a 35.5 percent increase in mobile sales year-over-year. 

The momentum carried into Cyber Monday as online sales increased 22.6 percent year-over-year and, mobile sales were up 29.3 percent over the same day in 2013; with mobile devices accounting for more than one-in-three of all online purchases (42.9 percent).

The IBM Digital Analytics Benchmark revealed the following trends in the UK: 

  • Online sales break records: Black Friday online sales increased 91.6 percent over 2013, with Cyber Monday up 22.6 percent year-over-year. The overall average order value on Black Friday was £88.86, up 1.4 percent, with an average of 2.8 items per order; Cyber Monday was £77.88, down 4 percent from 2013.  
  • Mobile shopping spurs online growth:  Black Friday mobile traffic accounted for 59.8 percent of all online traffic in the UK, an increase of 30.3 percent over last year. Black Friday mobile sales accounted for 47.3 percent, an increase of 35.5 percent over last year. Cyber Monday mobile sales were also strong reaching 42.9 percent of total online sales, up 29.3 percent over 2013.
  • Smartphones buy: As the new digital shopping companion for many consumers, smartphones drove 39.8 percent of all Black Friday online traffic with tablets accounting for 20 percent. When it comes to mobile sales, the US trend was reversed with more sales being made on smartphones than on tablets – with tablets driving 22.9 percent of online sales compared to 24.4 percent for smartphones. However tablet users averaged £89.46 per order compared to £88.22 for smartphone users.
  • On Cyber Monday, smartphones drove 35.3 percent of all online traffic with tablets accounting for 20.9 percent. Tablets drove 22.7 percent of online sales compared to 20.1 percent for smartphones. Tablet users averaged £77.57 per order compared to £ 74.09 for smartphone users.