Shopping on Thanksgiving used to be unheard of, but it’s growing in popularity. According to research from vendor Custora, online shopping was up almost 20% yesterday compared to Thanksgiving 2013, driven by mobile shopping and promotions.
But despite the push from some retailers, Thanksgiving is no Black Friday or Cyber Monday when it comes to online shopping. Custora research shows revenue on Black Friday 2013 was almost 2.5 times higher than Thanksgiving 2014, and revenue on Cyber Monday 2013 was three times as high.
Mobile shopping was a third of online sales. For the first three weeks of November, almost a quarter (23.3%) of ecommerce orders were made on mobile phones or tablets. On Thanksgiving, that share jumped to over a third (34.3%).
Apple devices hold strong. 78.2% of mobile shopping was done on Apple devices, compared to 77.7% in 2013. Android devices (phones and tablets) accounted to 21.3% (compared to 21.5% last Thanksgiving).
As for the first three weeks of the season (November 1 – 20, 2014), Custora said ecommerce orders were up 15.4% over the same period in 2013, with revenue up 15%.
The Custora E-Commerce Pulse tracks over 100 US online retailers, 100 million online shoppers, and over $40 billion in transaction revenue. External data points, such as the US Department of Commerce ecommerce growth figures, are also leveraged to extrapolate growth trends within the Custora data universe to arrive at predictions for US industry at large.