November 30, 2013
As retailers opened their doors earlier this year in advance of what traditionally is the biggest in-store shopping day of the holiday season, Black Friday turned out to be extremely successful for leading online retailers.
Key metrics such as website traffic, average order value, and conversion rates increased for more than 150 retailers, representing over 40 million online shopping sessions.
The average order value (AOV) on Black Friday was $172.71, up 18.28% from last year. Despite a large increase in website traffic from tablets (89.46%) and smartphones (66.09%), traditional desktop and laptop traffic had the highest Black Friday AOV ($175.91) with 5.80% less traffic than last year. Overall website traffic increased 10.24%.
In addition, total revenue increased 54.15% and conversion rates jumped 18.44%. Revenue from shoppers on tablets had the largest revenue increase (178.89%), followed by smartphones (127.17%), and desktops and laptops (56.37%).
Black Friday image courtesy of huffingtonpost.com.