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Five lessons from the Thanksgiving holiday weekend

“The traffic in stores has been great but online is really taking

off.” — Matthew Shay, of the National Retail Federation during a news

conference.• 108.5 million shopped online over Thanksgiving weekend; 99.1 million shopped in stores • Digital revenue was up 21.6 percent year-over-year on Black

Friday.• Thanksgiving online shopping increased 11.5 percent over

2015.• Cyber Monday spending was on a pace to increase 9.4 percent.• Store traffic was down 11 percent on Black Friday this year.

Source: Adobe/NRF/RetailNext

The shift to digital has come at the expense of store visits.#

1

“They originally came out in 1988 and are really hard to find. I had to reserve them on

the app.” — Walter Reinoso telling the New York Times how he used his mobile before heading

to the store for Air Jordans.

#2Consumers’ habits continue to evolve rapidly.

Retailers need to be ready for shoppers who alternate between devices and store aisles when looking for that perfect gift.

More Americans think it is “easier to shop from one’s couch.” — Ray Harjen, of RetailNext told the Wall Street Journal

Mobile continues to kill it.#3

Maybe consumers are shopping from the dining table on Thanksgiving:

• Mobile accounted for 44.3 percent of conversions on Thanksgiving.

• Mobile sales on the holiday reached $771 million, a record until Black Friday broke the $1 billion mark.

• Overall digital sales on Thanksgiving approached $2 billion.Source: Adobe & BloomReach

Discounts “could prove a troublesome dynamic” if

needed all season to attract shoppers. — The Wall Street Journal.

Don’t let shoppers become addicted to discounts.#

4

Three million more people shopped on Thanksgiving weekend this year over last. But, they spent $10 less on average. — National Retail Federation

People are buying vs. just browsing.#5

Consumers were ready to buy over

the holiday weekend. We can gauge their intent by comparing the number of product

views per conversion.

A low number of product views

(below the blue line), means

shoppers were ready to buy, not browse. weekend. On average they

looked at far fewer products for each

conversion.

Source: BloomReach