I remember my days at the helm of an e-commerce marketing department fondly. This data from Internet Retailer and Digital Commerce 360 comes as no surprise. The rise of online commerce, specifically mobile commerce (which posted 55% YOY growth on Cyber Monday), is here to stay and will continue to grow, changing the face of retail on the way.
What I find equally fascinating is the move to e-commerce sales on Black Friday. This snippet from the article, in particular, shows the scope of these trends:
Despite having the largest sales day, Cyber Monday had the lowest online sales growth compared with the other Cyber 5 days. Online sales on Thanksgiving grew the most year over year at 28.0% according to Adobe.
What the article fails to outline, and the item I’m most curious about, is the division between company-owned sites versus marketplace-based sales. How did marketplaces like Amazon and Walmart fare? How did stand-alone company sites fare? What were the trends there?
As for me, I largely stayed out of it, opting only to pick up a handful of brand new cassettes from Burger Records.
In fact, Andi and I bucked our annual trend of driving by major box chain retail stores in Burlington on Thanksgiving to see how many people lined up on the big turkey day. Had we ventured out, I wouldn’t have been surprised to see fewer people lining up in favor of loosening their belts and picking up their phones while sitting on the couch and taking it A Christmas Story from the comfort of their living rooms.