Mobile and online help fuel holiday shopping

Early expectations were for mobile apps to help fuel both online and in-store sales and, so far, returns from retailers serve to support these predictions.

Sales via smartphones set a new record, according to Adobe's Thanksgiving alert with $254 million in sales via mobile devices by early Friday morning.

Smartphones and tablets drove 29 percent of total online sales, 8 percent more than in 2013. But smartphones are the more popular device with shoppers as sales from tablets were flat to down approximately 2 percent over last year, noted the Adobe report.

Mobile traffic accounted for 52 percent of all online traffic, an increase of 22.4 percent year-over-year, and mobile sales were 32.3 percent of all online sales, an increase of 25.4 percent, according to the IBM Digital Analytics Benchmark report. Apple iOS led the way in mobile shopping this holiday season, outpacing Android in average order value, online traffic and online sales.  

More than 25 million shoppers downloaded Walmart's (NYSE:WMT) Black Friday app, and 20 million customers used their local store maps on, Laura Phillips, senior VP of merchandising, Walmart U.S.

Thanksgiving Day was Walmart's second busiest day for online sales ever, while at Target (NYSE:TGT) the number of orders and sales increased more than 40 percent over last year, making it the retailer's biggest online sales day ever. The most growth in traffic and sales came from mobile.

For more:
-See this IBM Digital Analytics Benchmark report
-See this Target press release
-See this Walmart statement

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