The lead up to Thanksgiving brought a contentious debate across retail: should stores open or not? While retailers debated their choice, shoppers were decisive, flocking to digital commerce sites for early season shopping. On Thanksgiving Day, digital revenue was up 26% over last year.
Last year, Thanksgiving was the fourth biggest shopping day of the season, behind Cyber Monday, Black Friday and Cyber Sunday, and accounted for 4.5% of the entire season’s orders. This year, Thanksgiving took another step toward cementing its place atop the Mount Rushmore of ecommerce, thanks to a sharp increase in traffic: 22%.
Shoppers gave conversion rate a slight bump, as rates rose across all devices, phones, tablets and computers. This marks another year of high revenue and traffic growth on Thanksgiving day, indicating that shoppers and retailers are not waiting for the traditionally big shopping days of Black Friday and Cyber Monday.
As we expected, Thanksgiving was highly mobile, too, with phones accounting for 56% of traffic and 37% of orders.
Here’s the flash report for digital commerce on Thanksgiving Day:
|Metric||Value||Compared to Last Year|
|Revenue Growth||26%||Down from 38% growth from previous year|
|Traffic Growth||22%||Down from 29% growth from previous year|
|Mobile Traffic||56%||Up from 47%|
|Mobile Orders||37%||Up from 29%|
|Average Order Value (AOV)||$114||Flat|
|Discount Rate||25%||Up from 23%|
|Free Shipping||83%||Down slightly from 84%|
Stay tuned for additional flash reports throughout Cyber Week. And for a macro view of the season, take a look at our predictions.
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.