Holiday Season 2016? Shoppers to Go Mobile

Posted by Elizabeth Hoffman on May 13, 2016 10:21:53 AM
Elizabeth Hoffman
It may only be May, but the time for retailers to start preparing for the 2016 holiday rush is now.
 
There's no doubt that the holiday rush of 2015 proved to have surprising results. Throughout the retail industry we saw an explosion of consumers shopping on their mobile devices, and the preference for shopping on Thanksgiving day from the convenience of one's own home. In fact, shoppers spent over $950 million via their mobile device on Black Friday alone.2015_Holiday_Platform_Report-282368-edited.jpeg
 
Mobile Commerce Growth in 2015
 
With mobile shopping continuing to outpace desktop at an increasing rate, more and more retailers are (rightfully so) implementing solid mobile app strategies to capitalize on this trend. IBM found that in 2015 more than 40% of retail traffic came from smartphones. That figure was up 9 percentage points from 2014.
 
Even more impressive is that overall, mcommerce sales made up 31% of ecommerce sales during the 2015 holiday shopping seasson - that's a staggering 8.5 percentage point jump from 2014. 

Mobile Commerce Predictions for 2016
 
By analyzing the growth patterns from 2015, eMarketer has made a predicition in a recent March 2016 report that mobile will make an even 
bigger play in 2016. The report cites that retail sales on smartphones jumped to 95.8% in 2015 and are forecasted to grow another 49.9% in 2016. 
 
 
Additionally, eMarketer claims that the defined holiday shopping season has shifted to begin with Thanksgiving as opposed to Black Friday, with the Wednesday before Thanksgiving accounting for the seventh-busiest digital shopping day of the year for the Connexity network. This shift represents the modification of consumer behavior and the desire to shop conveniently from smartphones - and mobile commerce apps in particular - are making that activity even more convenient. 

ROI on Mobile Commerce Apps
  • Mobile apps make it easier for retailers to convert to sales. They convert higher than mobile web and exceeded desktop by more than 20% during 2015's shopping season.
  • The highest mobile app activity occurs on Thanksgiving and Black Friday
  • Loyal customers drive more traffic and sales when a retailer has a well-developed app. Even ecommerce sites like eBay, Amazon and Etsy saw 3/4 of mobile traffic come from apps during the 2015 holiday shopping season.
  • Average order values are higher on apps than desktop

If you don't already have a well built mobile app strategy, there's still time to launch one for the 2016 holiday season. At GPShopper, we've developed polished mobile apps for retailers like True Religion, Steve Madden, PacSun and Michaels, creating engaging experiences to drive sales both online and in-store.

Contact us today and visit us at ShopTalk to start planning your 2016 holiday mobile strategy.

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Topics: Press, Mobile Apps, In-Store Mobile, Benchmarks & Statistics, Omnichannel Retail, Holiday Season