IBM Digital Analytics tracks nationwide retail sales throughout the holidays, and its survey indicates online sales rose 8.3% on Christmas Day. While that seems like a surge, it might be a disappointment to retailers who assumed e-commerce would help salvage poor brick-and-mortar sales.
The survey showed:
Christmas Day saw strong mobile sales. Here are the key Christmas Day trends reported by the IBM Digital Analytics Benchmark:
— Online sales were up 8.3 percent over the same period on Christmas Day 2013
— Mobile traffic accounted for 57.1 percent of all online traffic on Christmas Day, an increase of 18.6 percent YoY
— Mobile sales accounted for 34.8 percent of all online sales on Christmas Day, an increase of 20.4 percent YoY
The search for bargains probably hurt top lines as well:
Consumers Cash-In on Online Bargains: Average order value was $100.33 up 6.2 percent over 2013. Shoppers also purchased an average of 3.5 items per order, down 1.4 percent. This trend may indicate that shoppers are becoming more comfortable and digitally savvy in how they use online coupons and rebates to secure the best bargains.
While the trend to use tablets and smartphones may be surging, IBM points out that desktop sales are still robust. As a matter of fact, use of desktops is a blessing:
The Desktop is Not Dead: Even as mobile shopping continues to grow, many consumers chose a more traditional online experience. Desktop PC traffic represented 42.6 percent of all online traffic, and 65.2 percent of all online sales. Further, consumers spent more money on their desktops with an average order value of $107.72 compared to their mobile devices at $88.70 a difference of 21.4 percent.
Finally, Facebook Inc. (NASDAQ: FB) fans have something to worry about:
Facebook vs. Pinterest: As marketers continue to rely on social channels to drive brand loyalty and sales, IBM analyzed trends across two leading sites, Facebook and Pinterest. Facebook referrals drove an average of $89.80 per order, while Pinterest referrals averaged $99.86 per order.
Some pieces of coal in the e-commerce stocking.
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