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2010 Black Friday online spending stats

Posted by Michael Bloch in ecommerce (Sunday November 28, 2010 )

It seems that the U.S online retail sector had an impressive Black Friday 2010, with double digit growth on 2009.

According to statistics an IBM CoreMetrics report, online sales were up nearly 16 percent, with average order value up from $170.19 to $190.80; an increase of 12.1 percent.

It appears that online shoppers had a better idea of what they wanted this year, with people viewing 18 percent fewer products than last year.

While social network referred traffic was a tiny 1 percent, The CoreMetrics report says it is gaining momentum and unsurprisingly, Facebook is dominating the space.

Mobile devices were also used extensively, with 5.6 percent of shoppers logging in using a handheld devices, up 26.7 percent compared to the Friday the week before. Mobile users were responsible for 3.18% of sales, up 42.60% on 2009.

Shoppers were reportedly spending 17.7 percent more time year over year on department store sites.

Shopping cart abandonment rates, while still high at 64.79%, were slightly better than last year’s figure of 65.40%.

The number of items ordered per transaction was substantially higher; 7.44 this year compared to 5.40 last year; an increase year over year of 37.78%.

Interestingly, bounce rates were higher – 32.11% this year compared to 30.86% on Black Friday 2009.

Coremetrics Benchmark™ gathers data directly from the web sites of more than 500 leading U.S. retailers; including Bloomingdale’s, PETCO and Macy’s

The full Benchmark Black Friday report and statistics
can be downloaded here (PDF).


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