As we move into November, Thanksgiving, Black Friday and Cyber Monday are fast approaching. While we are all looking forward to some time-off and good food, our focus until then is on how to best to help our partners capitalize on the $8.41 billion expected to be spent online this year.
Last year brick-and-mortar stores saw a small decrease in sales while online saw double digit growth. Using the data from the Adobe Digital Index, mobile accounted for 30.95% of spend ($2.34 bn). In 2016 mobile will overtake desktop when it comes to driving traffic (53%) but is expected account for 34% of purchases. During the holidays it might be worth switching from an app download campaign and instead drive people to your web store.
Throughout the year iOS users spend 2.7x more than Android users and similar trends are played out for the holiday period. Approximately 80% of all mobile purchases were made on Apple devices. The focus on the build up to the holidays is to drive more iOS downloads as, according to AppsFlyer, there is a 60% increase in purchase events (vs mid-month Nov). AppsFlyer have observed that this spike only lasts for 2 weeks again highlighting the importance of driving new users now.
While Thanksgiving is a US Holiday, Black Friday and Cyber Monday have become a global phenomenon. Last year Black Friday was the first £1bn online shopping day in the UK. This year, eCommerce consultancy, Salmon, predicted as much as £5bn could be spent with £2.55bn coming from Mobile. So while focus remains strongly on the US do not neglect other markets.