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Have you recovered from your Thanksgiving and or Black Friday activities? Perhaps you were fighting crowds at your local retailers, shopping online from the comfort and quietness of your own home or watching in disbelief as your local anchorman covered stories of the crowds and discounts to be found at the mall.

Now that there has been a few days to recover and gather statistics of how retailers fared, let’s look at some of the figures that stand out the most from MarketingChart’s Thanksgiving Weekend Shopping Results:

One in five Americans shopped on Thanksgiving day and
nearly two in five shopped on Black Friday! 

comScore Results:

  • Thanksgiving day sales rose by 21% to $766 million, making it the fastest growing online shopping day in the last 5 years.

IBM Results:

  • 19.7% year-over-year online sales growth on Thanksgiving Day.
  • 18.9% year-over-year online sales growth on Black Friday.

Monetate’s Results:

  • Black Friday shopping traffic up 10.2%, year-over-year.
  • Black Friday revenues up 54.2% with purchases up by 30.6%, year-over-year.
  • Black Friday average order value up 18.3%, year-over-year.

Adobe Digital Index Results:

  • Thanksgiving online sales reached $1.06 billion, up 18% from last year.
  • Black Friday e-comm spending reached $1.93 billion, up 30% from last year.

How did mobile shoppers contribute?

This year we see mobile devices playing a huge role in Black Friday shopping and e-commerce … is your website mobile friendly?

  • Mobile shoppers accounted for about 40% of online traffic and 25% of online sales.
  • Mobile commerce sales grew by 118% year-over-year.
  • Revenue increases were greater on tablets (178.9%) and smartphones (127.2%) than on desktops and laptops (56.4%).
  • The iPad ($417m) drove more sales than the iPhone ($126m) and Android phones ($106m) combined.
  • Mobile traffic reached 39.6% of all online traffic on Black Friday and 39% of traffic on Thanksgiving Day (ChannelAdvisor)

How did social sites drive Thanksgiving and Black Friday Traffic?

  • The 3 powerhouse social sites (Facebook, Twitter and Pinterest) accounted for less than 1% of online shopping on Black Friday.
  • Shoppers referred to a website from Pinterest spent 77% more per order on average than shoppers referred by Facebook.
  • Facebook referrals converted at almost four times higher rate than Pinterest.
  • Amazon, followed by WalMart, was mentioned the most across social sites.

How did e-Commerce site attract their visitors?

  • 25% from organic search (ex.
  • 15% from paid search
  • 20% of sales were attributed to retailer email promotions.
  • Retails app installations were up 23% over daily averages

Most Visited online retailers on Black Friday

  • Amazon (sales up 34.7% year-over-year)
  • eBay (sales up 38% year-over-year)
  • Walmart
  • Best Buy
  • Target

Another interesting fact is that “Brick and Click” retailers have outsold online-only retailers 3:1 so far this year.

For the sources for all of these figures please visit

Carissa Krause

Carissa Krause is currently a marketing and project specialist at 1st on the List. Over the years she has worked with clients on a wide range of projects that include areas like local SEO, backlink profile review, content development, social media, and more. Whatever the project may be Carissa focuses on achieving greater efficiencies and putting plans into action.