Scot Scot Wingo By Scot Wingo

November 29, 201422% growth for online - Black Friday Final Holiday 2014

Note: This is a regular feature published by ChannelAdvisor highlighting the Same Store Sales (SSS) across our wide range of thousands of retailers and billions in GMV.  Details on the SSS including background, methodology, disclaimers and schedule can be found in this post.  Our detailed Holiday 2014 schedule can be found here.

 

Today we are releasing the final results for Black Friday.  This is the second day of the five days of Cyber Five:

black_friday_final

The headline from Black Friday is y/y online sales continued to grow strongly, coming in at 22%, an up-tick from Thanksgiving driven by heavy Black Friday promotional activity.

Some other insights:

  • Other 3PM – Other 3PM was the fastest growing channel coming in at 58.9%.  Omnichannel retailers are now offering their deals online as well as in-store which pulls traffic to their online sites.  Other 3PM is largely driven by the omnichannel marketplaces.
  • eBay – eBay finished with a strong day at 26.9% .  At half-time we saw they were going strong and it continued through the day.  This was largely driven by promotions in their deal of the day program centered around Black Friday.   eBay’s Auto parts category showed strong growth at 21%.
  • Amazon – Amazon was consistent at 24.2% y/y growth.
  • Search – Search grew 18.1% y/y, a decent showing, but a bit slower than the 22% total growth we saw for the day.
  • CSE/GS – At -.5% and -5.4%, both of these engines had slow days.  Because Google Shopping and general comparison shopping engines do not curate Black Friday deals, they did not participate in the promotional day.

Device data

Unlike last year,  Black Friday was a little less mobile (46% vs. Thanksgiving’s 49%).   Also, conversion rates ticked down across all devices indicating either consumers were being more selective or perhaps they were doing a lot of deal shopping.  This could also indicate that popular items are out of stock and consumers are having to ‘click around’ more to find items, thus creating a headwind on conversions.

Conclusion and next post 

With day 2 of the Cyber Five in the books, we continue to see a > 20% y/y growth for Holiday 2014.  The next three days will be interesting to watch, culminating in Cyber Monday, which is historically the largest day for online shopping. Our next post will be tomorrow (Nov 30) where we’ll update you on Cyber Saturday’s results.  We will be daily from here through the day after Cyber Monday.

 

This blog post was written by Scot Wingo, ChannelAdvisor CEO

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