Looking at the entire holiday shopping period, which includes Nov. 1 through Dec. 31, overall online sales were up 13.9 percent from the same period in 2013. According to the IBM Digital Analytics Benchmark, mobile traffic accounted for 45 percent of that online traffic, an increase of 25.5 percent, and 22.6 percent of online sales, an increase of 27.2 percent.
Looking at other holiday shopping trends, the average online order was $119.33, down 8 percent from 2013. However, smartphone use was up, driving 31.2 percent of the total online traffic—nearly two and a half times that of tablets, which accounted for 13.4 percent of online traffic.
Tablets are still ahead of smartphones in terms of sales, as they accounted for 13.4 percent of the total online holiday sales, compared to 9.1 percent of smartphone sales.
Specifically looking at the five shopping days from Thanksgiving to Cyber Monday, more than 50 percent of total online traffic came from mobile. Mobile sales were up 27.2 percent over the shopping holiday, ending in a record-breaking Cyber Monday where mobile outpaced desktop for the first time.
On Thanksgiving Day alone sales via smartphones set a record, according to Adobe's Thanksgiving alert, with $254 million in sales via mobile devices by early Friday morning.
While mobile grew, desktop still accounted for 77.3 percent of all online sales. Plus, the average ticket on a desktop was $125.12, compared to $104.82 on mobile.
Social channels also played a role in online sales this holiday season. Facebook referrals drove an average of $101.38 per order, while Pinterest referrals averaged $105.75 per order.
-See this IBM Digital Analytics report
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