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November 26, 2016 | Press Release

Monetate Analysis: A Merry Mobile U.S. Holiday Shopping Season Ahead as Average Order Values on Mobile Increase 40 Percent on Thanksgiving Day

As Retailers Offer Cyber Deals Earlier, Ecommerce Activity Boons, with Mobile Conversion Rates up 116 Percent and 38 Percent on Thanksgiving and Black Friday, Respectively; Black Friday Average Order Values on Mobile Up 22 Percent

PHILADELPHIA (Nov. 26, 2016) – Monetate, the leader in personalization for brands worldwide, has unveiled its initial analysis of ecommerce activity during Thanksgiving and Black Friday 2016. With analysis representing more than a hundred million U.S. consumer touchpoints across desktop, mobile and tablet in the past two days, data indicates an approximately 5.5 percent  increase in total Average Order Values (AOVs) on both days compared to 2015, with mobile seeing the greatest increase in activity including a 115 percent increase in conversions on Thanksgiving Day alone.

Monetate’s initial findings exceed the National Retail Federation (NRF) outlook, which expects holiday spending in 2016 to increase 3.6 percent, which is above the seven-year average of 3.4 percent and builds on the 3.2 percent increase in holiday sales experienced from 2014 to 2015. Based on the NRF’s forecast that consumers will spend an average of $588.90 on gifts this year, Thanksgiving and Black Friday orders represent approximately 30 percent of total gift spending. Monetate’s data showed Thanksgiving and Black Friday AOVs were $189.07 and $171.55, respectively. Furthermore, consumers appear more than comfortable making a purchase on mobile, with cart abandonment rates falling 23 percent and 7 percent on each day.

Other key findings include:

  • Desktop is on the Decline: conversion rates on desktop fell 9.1 percent and 36 percent on Thanksgiving and Black Friday, compared to the same days in 2015. However, that channel does still have the strongest overall conversion, at 5.79 percent on Thanksgiving and 4.41 percent on Black Friday.  

  • Spend More, Buy Less: Though AOVs are up on average, conversion rates are down—with conversion rates on Thanksgiving down 2.2 percent and on Black Friday down a whopping 34 percent.

  • Bounce Rates Bounce Up: Across all channels, bounce rates averaged approximately 33 percent on both Thanksgiving and Black Friday, representing a 2.8 percent and 7 percent increase, respectively.

  • U.S. and U.K. Shoppers on Par: They spent almost identically on Black Friday, at $171.55 and $170.98 in AOVs, respectively; their Canadian counterparts were more conservative spenders, with an AOV of $155.99.

“Gone are the days of rushing from the Thanksgiving dinner table into crowded stores in order to stock up on gifts. In fact, for the first time, conversion rates across all channels were higher on Thanksgiving than Black Friday (3.75 percent vs. 3.04 percent). Clearly, ecommerce has not only arrived, but is now the channel of choice for holiday buyers,” said Lucinda Duncalfe, CEO, Monetate. “But it is not just consumers who benefit from the ease of shopping at whatever time on whichever device. Retailers now have the ability to use deep data to enrich and personalize the customer experience, which in turn leads to greater sales and increased loyalty.”

Monetate powers multi-channel personalization by enabling retailers to translate their vast array of customer data into real-time action across channels and devices. By empowering brands to understand and interpret customer data in a meaningful way, retailers can deliver a more relevant experience that builds long-term customer relationships.

This is the first of multiple ecommerce analyses that Monetate will issue during the 2016 holiday shopping season. If you’re a member of the media interested in receiving the latest data when they are made available, contact Monetate@v2comms.com.


About Monetate

Monetate, the global leader in personalization software for consumer-facing brands, enables marketers to create truly individual experiences that surprise and delight every customer, increasing engagement and improving performance.

Monetate’s approach to personalization starts with the understanding that each individual is unique, and instantly chooses the best interaction for each one. Unlike testing, which identifies the best choice for everyone, or segmentation, which defines the best choice for a group of people, Monetate’s 1-to-1 personalization engine reflects the full diversity of human beings and creates an experience for each one, in each moment.

In order to deliver true 1-to-1 experiences, Monetate’s platform is:

  • Independent, so you can use any best of breed solution in your marketing stack and not be tied to one vendor’s offerings;
  • Open, so marketers can use all of their data wherever it sits, push a decision to any touchpoint and pull the results back into their data/analytics infrastructure;
  • Real-time, to enable interactions based on a customer’s in-session behavioral and event data that get their attention in increasingly narrow buying windows; and
  • Bionic, giving the creative marketer the power to manage a machine learning engine and operate at 1-to-1 scale, for real.

Founded in 2008, with offices in the U.S. and Europe, Monetate is used by leading brands around the world and influences billions of dollars in revenue every year for QVC, Newegg Inc., J. Crew Group Inc., The North Face, and hundreds of other market leaders.

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