GPShopper, the leading mobile commerce platform for retailers and brands, announced that mobile app visits and purchases were at an all-time high last holiday weekend, with average revenue across clients reaching up to 660% compared to a typical day.
1) Thanksgiving is the new Black Friday.
While Black Friday surpassed even the highest of estimates, hitting a record-breaking $3.34 billion - a 21.6% increase over 2015 - Thanksgiving Day saw an incredible amount of traffic and revenue from mobile devices. Amazon reported that mobile orders on Thanksgiving Day topped Cyber Monday, Walmart saw over 70% of website traffic on Thanksgiving was mobile, and Target's data showed that 60% of Thanksgiving sales were from mobile devices.
When compared to a typical day, GPShopper's retail clients experienced nearly 500% in revenue from mobile on Thanksgiving Day - even higher than Black Friday's mobile revenue of 460%.
App users are loyal shoppers, and these loyal shoppers expect to be in-the-know about a retailer’s offers and promotions on Thanksgiving. Smart retailers took advantage of this behavior by releasing exclusive “first look” previews of Black Friday deals and gift ideas to their app user base. Many used push notifications to drive timely digital promotions over the course of evening, increasing in-app and online conversion. By the time the table was cleared, and into the wee hours of Black Friday morning, many loyalists were quickly racking up sales at their preferred retailers.
Black Friday became the first day in retail history to drive over one billion dollars in mobile revenue at $1.2 billion, a 33 percent growth YoY. Fewer shoppers are going to brick-and-mortar shops to make their purchases.
Maya Mikhailov, GPShopper's CMO and Co-Founder, wrote in a Huffington Post article that Black Friday doorbusters are a thing of the past. Americans are more likely to be hitting the snooze button than waking up early to get in line at a physical store. The 71 percent of consumers sleeping with their smartphones under their pillow don’t need to go any further than the breakfast table for a good deal this year. Why go to the mall when they can go to their mobile devices for all their holiday sales needs?
3) American consumers are finally comfortable making purchases on mobile.
Last year, shoppers were still using mobile as a research tool. Black Friday in-store app usage had reached an all-time high, clocking in at 5x the amount of in-store visits typically reported during the holiday. App users were all about efficiency by relying on mobile apps for their in-store navigation tool and shopping checklist. Popular behaviors included reviewing in-app wish and shopping lists, checking offers and local coupons, checking loyalty specific offers in store and using the app to validate local inventory and pricing with barcode scanning.
This year, consumers weren't just researching on mobile devices and then buying online or in-store. They were actually placing orders and converting in-app. Making purchases on mobile phones is finally second nature to the American consumer. Shoppers are no longer becoming comfortable with converting on mobile; the behavior is now ingrained in their way of life.
For years, many brands needed convincing of the power of mobile, then the benefit of offering a branded app on top of their mobile website. Now that mobile accounts for half of all e-commerce revenue, retailers are no longer lagging or needing a push to get an app off the ground. They are offering sleek mobile app experiences with fast and seamless checkout, giving consumers all the more reason to convert on the small screen.