2017 Holiday Shopping Analysis

Eye-opening insights based on the behavior of 350+ million shoppers.

This year’s holiday shopping season saw record-breaking revenue growth, unprecedented mobile shopping, and a huge surge in AI-driven revenue. This report analyzes the digital and mobile shopping data from Thanksgiving Day through Boxing Day to reveal new, norm-breaking consumer behaviors and shifts in retail tactics that drove double-digit revenue growth. 

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Consumer Confidence in Mobile Shopping Soars

Shoppers purchased on mobile phones in record numbers this season. All told, shoppers made 30% more visits and 46% more orders on mobile this year.

During Cyber Week, shoppers placed 41% of all orders on a mobile device — a 28% increase over last year. In fact, mobile purchases surpassed computers for the very first time on Thanksgiving Day, accounting for 46% and 45% of orders, respectively. Christmas Day represented the peak mobile day, as phones captured 68% of traffic and 50% of orders. Overall, the season saw a 20% increase in mobile conversion rates.

Product Recommendations and Site Search Drive Revenue During Cyber Week

Personalization has an outsized impact on shopping, even during the peak gifting period. While only 5% of shoppers clicked (or tapped) on a product recommendation this season, those shoppers accounted for nearly one-third of Cyber Week revenue.

Like recommendations, site search helps guide shoppers to the right product. Done well, it improves conversions and fuels revenue. This season, 10% of shoppers used site search to guide their shopping journey, and these shoppers produced 28% of total Cyber Week revenue.

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