Black Friday sales were 63.5% higher than Thanksgiving Day sales, but that’s a drop from a 70% margin last year. As consumers get used to shopping online and figuring out how to use online coupons and rebates, more of them are comfortable shopping on the holiday according to the Digital Analytics Benchmark group at International Business Machines Corp. (NYSE: IBM).
New York City was the leading city for online shopping over the two-day period, followed by Washington, D.C., Atlanta, Los Angeles, and Chicago. New York City shoppers spend an average of $121.91 on Black Friday.
Smartphones drove nearly 35% of all online traffic on Black Friday, more than double the traffic generated by tablets. Where tablets perform better is in sales — tablets accounted for 16 percent of online sales compared with about 12% for smartphones. Tablet shoppers also spent more per order — $126.50 versus $107.55 for smartphone shoppers.
Apple Inc.’s (NASDAQ: AAPL) iOS platform maintained its lead over Google Inc.’s (NASDAQ: GOOG) Android in its share of both traffic and sales on Black Friday. iPhones and iPads accounted for about 34% of all online traffic compared with 15% for Android. The Apple platform also generated 22% of online sales compared with just under 6% for Android.
The average ticket for an iOS sale was$121.86 compared with Android’s average ticket of $98.07. For comparison the average ticket for a desktop PC order was $135.22 compared with $116.02 for all mobile sales.
Online sales at department stores rose about 23% year-over-year, with mobile sales rising about 26%. The average ticket size was down 2.5%, however, to $143.16.
Health and beauty sales rose 57% year-over-year and mobile sales grew nearly 32%. The average order value rose almost 10% to $72.78.
Home goods got a 43% boost in sales, but mobile sales rose just 3.8%. The average order value jumped nearly 7% to $238.46.
Online apparel sales rose nearly 23% year-over-year, but the average ticket fell nearly 7% to $114.96.
ALSO READ: Thanksgiving Online Sales Tally: Up 14%
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