12/02/2019 | Press release | Distributed by Public on 12/03/2019 12:15

Thanksgiving Results: Brands and Retailers Get Creative, U.S. Digital Sales Grow 17%, Mobile Soars to 60%

Holiday insight #2: Thanksgiving digital revenue soars

Thanksgiving digital sales in the U.S. grew 17% to $4.1B, signifying early confidence in the market despite economic pressures. Meanwhile, global digital revenue grew 24% to $20B as shoppers across the globe took part in the early Cyber Week festivities.

Holiday insight #3: Mobile is the Rudolph to marketers' messaging sleigh

Just like Rudolph led the reindeers on that fateful foggy night, mobile broke through the holiday noise by delivering the most important messages directly to early shoppers. Thanksgiving Day purchases were primarily through mobile devices. Sixty percent of all digital orders came through a mobile phone yesterday, beating prior estimates. Digital traffic also topped over 70%, giving early indications that shoppers are ready to transition toward a mobile-only reality. Mobile is on its way to becoming a beacon of light as the driver for multichannel and multi-touchpoint engagements.

Holiday insight #4: Shoppers buy early - but still hold out for Cyber Week

As expected, personalized marketing messages and pushes successfully drove shopper interest prior to Cyber Week. However, orders placed were lower than we originally predicted. What does that mean? While shoppers were enticed by early and creative marketing campaigns, they continue to hold out for the expectation of potentially greater Cyber Week offers and deals before placing orders.

Wednesday, November 27, saw the most orders placed prior to Thanksgiving with 24% global and 17% U.S. digital revenue growth. So, while the majority of shoppers still wait for Cyber Week deals, marketing tactics were compelling enough for many to make early purchase decisions, especially with phones at shoppers' fingertips to shop wherever, whenever, and however they choose.