Black Friday and Cyber Monday create 24 percent more sales for individual retailer sites than marketplaces, according to Stitch Labs, an inventory and multi-channel selling platform for retailers and wholesalers. In a daily and hourly trends survey for online retail sales during Black Friday, Stitch Labs investigated more than 300,000 orders from 2013 during the popular holiday shopping times that fall between the Wednesday before Thanksgiving and the Tuesday following Cyber Monday.
Results showed that over the course of the shopping weekend, retailers' e-commerce sites rung up 24 percent more sales than did aggregate shopping marketplaces, such as Amazon (NASDAQ:AMZN), eBay (NASDAQ:EBAY) or Etsy. In other words, store websites received three times more orders than marketplaces on Black Friday and Cyber Monday.
Specifically, on Thanksgiving Day, the least popular time to shop was 4-5 a.m., and the most popular time was 10-11 p.m. On Black Friday, the least popular time was the same, but the most popular shopping hour was 11 a.m.-12 p.m.
It's no surprise that it will be a popular shopping day, as online prices are expected to hit their lowest on Thanksgiving, according to Adobe's 2014 Digital Index Online Shopping Forecast for this year's holiday season. Record online sales of $1.35 billion are expected on the holiday, a 27 percent increase over last year's Thanksgiving sales.
Over the weekend, Saturday shopping behavior should remain steady throughout the entire day on all channels. While on all other days there are clear highs and lows, on Saturday customers start shopping around 6 a.m. with sales increasing until 12 p.m., at which time they stay consistent until shoppers head for their beds at 10 p.m.
Sunday sales volumes in 2013 beat out Small Business Saturday by 12 percent, even with some marketing pushes. In fact the day after Cyber Monday saw 13 percent more sales than Small Business Saturday.
Sales for the entire period peaked online from 8-10 p.m. on Cyber Monday. Tuesday's shopping habits were similar, with a morning peak from 11 a.m.-12 p.m., followed by falling sales midday, to a low from 3-6 p.m. and then peaking again in the late evening from 9-10 p.m.
"Small online businesses don't always see the same impact as large business from major shopping days," said Brandon Levey, CEO and founder of Stitch Labs. "It's important for smaller retailers to leverage data more in line with what similarly sized businesses experience. The data we provide helps our customers make smarter, more profitable decisions because it provides a truer representation of the small business market across multiple channels."
Overall, retailers are optimistic this year about the holidays: 86 percent report expected increases in year-over-year online holiday sales, according to a ChannelAdvisor multichannel e-commerce study.
-See this Stitch Labs press release
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