30 Nov 2017
Holiday shopping 2017 insights: What the week meant for ecommerce?
Cheryl  Joy
Cheryl Joy
Content Writer

Ah, the holiday season. The time for long flights home, marathon TV sessions, and stuffing ourselves with turkey and pumpkin pie. But in recent years, there's been an added element to the festivities: the online shopping bonanza known as Black Friday and Cyber Monday.

And boy, did people participate this year! According to Deloitte, a whopping 91% of shoppers planned to shop online during the holiday weekend.

But what were people buying? We dug into the data to find out. After analyzing millions of customer visits across various categories like fashion, beauty, and home decor, we discovered some interesting trends. Want to know more? Keep reading!

Season to shop on mobile

It's no secret that mobile devices have been playing an increasingly important role in eCommerce. And this holiday season was no exception.

Mobile devices were a major driving force behind holiday shopping. According to our data, visits from mobile devices, such as smartphones and tablets, significantly increased across various categories.

For example, mobile visits rose by 27% in the fashion industry, while desktop visits declined by 13% compared to the previous year. Our last report on mobile product discovery found that fashion and lifestyle were the only verticals where more shoppers preferred mobile devices over desktop computers.

But mobile devices weren't just a hit in the fashion industry. They also contributed to a significant increase in overall visitors to home decor, with a 30% increase in visitors compared to the same time last year.

Mobile devices have cemented their place as a crucial aspect of ecommerce. Whether through mobile apps, push notifications, location-based marketing, or beacon technology, businesses need to make sure they have a strong presence on mobile devices to stay top of mind with customers.

More browsing, lesser buying

Though overall visits through mobile and desktop showed an upward trend for all the verticals, conversion rates were disappointing. This was especially true for home decor, where the device hugely impacted conversion rates. Mobile managed to get more visitors to the site but couldn't convert them into customers.

Conversion rates on the desktop for home decor were 3X higher than on mobile. The price tag plays a major role in shaping preferences for online purchases. Shoppers are confident on mobile for lesser ticket items, but as the prices get higher — they prefer the desktop. The AOV (Average Order Value) was 20% higher on desktops for home decor. As shoppers get more comfortable moving their holiday purchases online, the road ahead for traditional retailers doesn't look easy. With a record number of bankruptcies and store closures this year, the only way to stay relevant is to adapt to the consumer's changing needs. Looking to upgrade your eCommerce store to catch up with the new-age customer? Book a demo!

More to explore
Holiday season protip – landing pages for key visitor segmentsREAD BLOG
10-Holiday ecommerce strategy tips for brandsREAD BLOG
Being holiday ready – In conversation with HealthyPlanet CanadaREAD BLOG