Thanksgiving Day: The Mobile Tipping Point

November 25, 2016

Thanksgiving Day mobile numbers are in and shoppers are spending with their thumbs!

Smartphone traffic accounted for nearly 70% of Thanksgiving Day traffic (68.2%)! If you add in tablets to account for all m-commerce traffic, 77.8% of traffic took place on a mobile device on Thanksgiving Day.

While that’s a record for ChannelAdvisor and an interesting trend, the mobile order numbers are even more impressive.

For the first time in ChannelAdvisor history, m-commerce orders have surpassed computer orders. 53% of orders on Thanksgiving Day were driven through a mobile device. What’s more, smartphones accounted for 42% of those orders.

Mobile has historically had a low conversion rate, and Thanksgiving Day was no exception with a 2.1% conversion rate for smartphones and 3.9% for tablets (on par with what we’ve seen the past couple years). However, the fact that there was such a large percentage of orders driven through mobile despite the low conversion rate shows just how heavy the traffic was on Thanksgiving Day.  

There seemed to be plenty of mobile love going around on Turkey Day. According to Walmart, mobile traffic accounted for greater than 70% of its Black Friday event traffic. Amazon and eBay also reported mobile And ChannelAdvisor customer eBags reported that its sales via mobile on Thanksgiving Day were up 100%.

Our holiday coverage continues: see our post on Walmart’s early Cyber Five success and check back on Cyber Monday for details on the holiday weekend.