Mobile drives Thanksgiving retail traffic

Anne Freier

In App Business. November 26, 2018

Over half of all retail site traffic during Black Friday and the Thanksgiving shopping period was driven by mobile devices, according to new research by Adobe Analytics.

Indeed, online spend had increased 28.6% compared to the previous year with $1.75 billion spent in the US. 54.4% of traffic had come from smartphones.

Given the rapid growth, Adobe estimates that the total for the Thanksgiving shopping period will reach $3.7 billion in online sales, representing a jump of 29% from 2017.

“Mobile stole the show Thanksgiving Day with smartphones representing more than 50 per cent of traffic to retail sites, as well as record amounts of revenue,” explained Taylor Schreiner, director of Adobe Digital Insights. “As consumers turn their focus to Black Friday, we expect them to take full advantage of the many discounts available, driving new records for online sales.”

However, despite smartphones generating the highest traffic to retailers’ sites, a disparity between browsing and spending remains. In 2018, 36.7% of revenue is being generated using smartphone devices, up from 29.1% in the previous year. Meanwhile, desktop purchases generated 52.8% of revenues, largely due to consumers preferring to make larger purchases on desktop.

Smartphone shopping cart abandonment led to a potential $4.3 billion being missed out on for retailers.