2010 Holiday Shopping – What We’ve Seen & What’s Coming

Posted: November 30, 2010 by Kevin Homer

The holidays are in full swing. They seem to start earlier each year, and this year I actually struggled to find a pumpkin carving kit two days before Halloween because everything had already been replaced with Christmas decorations. One date that will never change is Black Friday. We can always count on that, and over the past 2-3 years we’ve seen the introduction and popularization of Cyber Monday. So what trends have we seen this year, and what can we expect in December?

What did we see during Black Friday this year:

Most research was conducted the Saturday before (11/20)
There were 16.7M add views, a 106% increase from last year

Mobile traffic was up to 7.1%, up 42% from last year
Target, Walmart, and Best Buy were (not surprisingly) the most popular ads, and TVs represented 80% of ad clicks

In-store sales rose only 0.3% to $10.69B
Online sales grew from $170 per 2009 order to $190 per order this year, but items per order grew from 5.4 items to 7.4 items

36% of people used their mobile devices for “shopping related activities”

What we saw on Cyber Monday:

Online sales in the U.S. were up 19.4% in 2010 compared to last year
Average order value was $194.89, an increase of 8.3% from last year’s average of $180.03

Cyber Monday online sales were 31.1% higher than Black Friday online sales
Nearly 4% of sales were done using smartphones and other devices

My future predictions:

The weekend before Christmas is usually a huge shopping day, but I expect numbers to decrease compared to last year as we saw Black Friday/Cyber Monday sales increase (thanks in part to online/mobile research and sales)

Mobile apps were very popular this year, and we will see even more applications and mobile-friendly websites for shopping next year… how long until Cyber Monday becomes Mobile Monday?

We will see an increase of Black Friday online sale next year, as they’ve proven to be popular and help decrease corporate overhead.
What predictions would you like to add to my list? Please leave a comment and share it. Happy shopping and happy holidays to all!

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