Consumer behavior: holiday 2020 retail trends

We’re excited to share more insights gleaned from our platform related to Black Friday/Cyber Monday online shopping.

The net? Online retail is recovering well from this far-from-normal shopping year.

Here’s what our data tells us:

Online retailers enjoyed: higher value purchases, less abandoned carts, higher engagement, and massive mobile shopping increases.

Compared to 2019, Average Order Value increased by 11%, while Shopping Cart Abandonment Rate went down by 3%.

Average Time on Page also went up by almost 300% compared to last year. In 2019, the metric was under 1 minute; in 2020, it was over 3 minutes. This increase demonstrates that retailers are doing more than ever to drive engagement and create a curated customer experience on their websites. Consumers are spending more time shopping online, including browsing and not just buying.

We also witnessed a continued rise in mobile activity. There was a 66% increase in iPhone mobile shopping activity and an 18% increase in Android mobile shopping activity. Even in a year when many shoppers were working from home and traveling infrequently or not at all—and thus, likely at home near a larger screen—they still turned to their phones to shop. Black Friday shoppers showed 32% more activity on phone vs. web compared to last year. Cyber Monday shoppers used mobile 28% more.

Our data showed that email is by far the top channel to drive traffic and convert sales in online stores. Paid Search, Natural Search, and Affiliate channels/third-party shopping websites were the top drivers of traffic outsideof email.

If you’re a retailer curious to learn more about how we gathered this data, and what it might mean for your own business, please reach out. See our full infographic showcasing this data.

Source: Data compiled from activity on the Acoustic platform. Analysis compares Black Friday- Cyber Monday 2019 vs. 2020.

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