Black Friday Unwrapped

Thanksgiving Weekend Revenue

The Mobile Upsurge

Last Year

This Year

Thanksgiving Weekend

Early November

For the first time in history, mobile traffic outpaced desktop on Thanksgiving Weekend. This is indicative of a larger trend that we expect to see continue through this holiday season.

As we unwrap the kickoff to the holiday shopping season, we’ll walk you through some exclusive Mobify data that will help you get a handle on what’s trending and where.

Thanksgiving Mobile Traffic Bump

Make sure your emails and email landing pages are mobile-first!

The majority of traffic in most states came from mobile devices. We tended to see higher concentrations of mobile traffic coming out of the Southeast.

Copyright Mobify ® 2014, all rights reserved. All of our data is original, taken from a sample of large apparel companies for the dates Nov 28 - Dec 1, except where specifically noted.

$

Which device were social visitors using?

Which device were email visitors using?

Top 3 Trends*

1. Mobile device usage continues to SOAR – and will likely continue to all season

2. Apple Users SPEND MORE – on average, iOS users spent 24.3% more

3. FACEBOOK vs. Pinterest – Facebook referrals drove 10% higher average order value

Pro Tip

Ensure that all posts/tweets/pins look great on mobile and lead to mobile-optimized landing pages.

Pro Tip

0 10 20 30 40 50 60 70 80 90 100

Desktop

Desktop

Smartphone

Smartphone

Tablet

Tablet

48%

75% 14% 11%

68% 16% 16%

39%

13%

Desktop

Smartphone

Tablet

Desktop Smartphone Tablet

47% 14% 39%

51% 13% 36%

Desktop Smartphone Tablet

Black Friday Mobile Traffic by State

Mobile Traffic %

50% 55%

0 10 20 30 40 50 60 70 80 90 100

Desktop

Smartphone

Tablet

53%

33%

14%

* Source: IBM benchmark solutions Black Friday report 2014