Black Friday’s identity has changed. While traditionally synonymous with door busters and in-store crowds, Black Friday has quickly shifted to a digital shopping day, and a harbinger for a season where shoppers increasingly choose digital over stores. This year, digital’s footprint expanded again on Black Friday, with revenue up 28% over last year. In 2015, we reported on the shrinking online order gap between Cyber Monday and Black Friday. The revenue gap, in fact, has been much closer, partly due to a higher discount level on Cyber Monday leading to lower Average Order Values. With this strong increase in shopping activity on Friday, it is entirely possible that the largest digital shopping day for 2016 may in fact be Black Friday, eclipsing Cyber Monday for the first time. We’ll report on the results in our Tuesday Flash Report, so stay tuned.
Last year, Black Friday was the second largest order day of the season, capturing 8.8% of the season’s orders. This year, Black Friday shoppers drove traffic up 26%, while converting at roughly the same rate as last year.
Black Friday shoppers are turning to their phones, which accounted for 54% of traffic and 33% of orders. This indicates that Black Friday, like Cyber Monday, is appointment shopping — a day set aside by shoppers to buy, and thus sitting down with a computer to shop. The differential between computer and mobile order share stands to converge during some of the later season days, such as Christmas Eve, Christmas Day and Boxing Day.
Here’s the flash report for digital commerce on Black Friday:
|Metric||Value||Compared to Last Year|
|Revenue Growth||28%||Down from 53%|
|Traffic Growth||26%||Up from 21%|
|Mobile Traffic||54%||Up from 47%|
|Mobile Orders||33%||Up from 26%|
|Average Order Value (AOV)||$113||Flat|
|Discount Rate||26%||Up slightly|
|Free Shipping||82%||Down from 85%|
Stay tuned for additional flash reports throughout Cyber Week. And, for a wider view of the season, take a look at our predictions.
Data updated November 27th
The shopping flash report provides a snapshot of digital commerce metrics, focusing on the busy Christmas/Holiday Shopping Season. The analysis reflects a comparison of digital commerce sites transacting during both last year’s and this year’s shopping season, across the US, Canada, UK, France and Germany. Times have been normalized to the shopper’s local time. The data presented here is not indicative of Salesforce Commerce Cloud operational performance.