Early Promotions Drive Record Online Sales for Thanksgiving, Fuels Black Friday Retail Surge, Reports IBM

   Early Promotions Drive Record Online Sales for Thanksgiving, Fuels Black
                       Friday Retail Surge, Reports IBM

Mobile Commerce Exceeds 16 Percent of Online Sales, led by the iPad

PR Newswire

ARMONK, N.Y., Nov. 24, 2012

ARMONK, N.Y., Nov. 24, 2012 /PRNewswire/ -- According to IBM (NYSE: IBM), US
shoppers once again took advantage of early promotions this holiday season,
driving a 17.4 percent increase in online sales Thanksgiving Day. This
increase set the stage for 20.7 percent growth on Black Friday. The biggest
surge came from mobile consumers, with sales reaching 16.3 percent, led by the
iPad. This data is the result of cloud-based analytics findings from IBM.

(Photo: http://photos.prnewswire.com/prnh/20121124/NY18067 )
(Logo: http://photos.prnewswire.com/prnh/20090416/IBMLOGO )

As part of IBM's Smarter Commerce initiative, the IBM Digital Analytics
Benchmark revealed the following trends as of 12:00 am PST:

  oConsumer Spending Increases: Online sales on Thanksgiving grew by 17.4
    percent followed by Black Friday where sales increased 20.7 percent over
    last year.
  oMobile Shopping: Mobile purchases soared with 24 percent of consumers
    using a mobile device to visit a retailer's site, up from 14.3 percent in
    2011. Mobile sales exceeded 16 percent, up from 9.8 percent in 2011.
  oThe iPad Factor: The iPad generated more traffic than any other tablet or
    smartphone, reaching nearly 10 percent of online shopping. This was
    followed by iPhone at 8.7 percent and Android 5.5 percent. The iPad
    dominated tablet traffic at 88.3 percent followed by the Barnes and Noble
    Nook at 3.1 percent, Amazon Kindle at 2.4 percent and the Samsung Galaxy
    at 1.8 percent.
  oMultiscreen Shopping: Consumers shopped in store, online and on mobile
    devices simultaneously to get the best bargains. Overall 58 percent of
    consumers used smartphones compared to 41 percent who used tablets to surf
    for bargains on Black Friday.
  oThe Savvy shopper: While consumers spent more overall, they shopped with
    greater frequency to take advantage of retailer deals and free shipping.
    This led to a drop in average order value by 4.7 percent to $181.22. In
    addition, the average number of items per order decreased 12 percent to
  oSocial Media Sentiment Index: Shoppers expressed positive consumer
    sentiment on promotions, shipping and convenience as well as the retailers
    themselves at a three to one ratio.
  oSocial Sales: Shoppers referred from Social Networks such as Facebook,
    Twitter, LinkedIn and YouTube generated .34 percent of all online sales on
    Black Friday, a decrease of more than 35 percent from 2011.

"This year's holiday shopper was hungry for great deals and retailers didn't
disappoint, rolling out compelling offers which consumers gobbled up on
Thanksgiving straight through Black Friday," said Jay Henderson, Strategy
Director, IBM Smarter Commerce. "The big winners were chief marketing officers
who used technology to deliver customer experiences that not only connected
shoppers with personalized deals but did so at the right touchpoint and at
precisely the right time and place, whether on their couch or the store

"To remain relevant, retailers must find opportunities to participate in
holiday rituals in ways that aid consumers' attainment of the holidays they
imagine -- enjoying time with family and shopping when convenient," said Tonya
Bradford Assistant Professor, Mendoza School of Business, the University of
Notre Dame. "Technology provides more opportunities for retailers to create
these experiences for consumers through their mobile computing devices."

Holiday sales growth was led by several industries which include:

  oDepartment stores continued to offer compelling deals and promotions that
    drove sales to grow by 16.8 percent over Black Friday 2011.
  oHealth and Beauty sales increased 11 percent year over year with consumers
    once again choosing to pamper themselves this holiday.
  oHome goods maintained its momentum  this year,  reporting a 28.2 percent
    increase in sales from Black Friday 2011.
  oApparel sales were also strong this holiday with Black Friday numbers
    showing an increase of 17.5 percent over 2011.

Today's news is based on findings from the IBM Digital Analytics Benchmark,
the industry's only cloud-based Web analytics platform that tracks more than a
million e-commerce transactions a day, analyzing terabytes of raw data from
500 retailers nationwide.

Analysis of public social media content came from the IBM Social Sentiment
Index, an advanced analytics and natural language processing tool that
analyzes large volumes of social media data to assess public opinions. With
this data IBM helps chief marketing officers (CMOs) better understand and
respond to the needs of each individual customer, improving sourcing,
inventory management, marketing, sales and services programs.

More information on Smarter Commerce can be found at

IBM Digital Analytics Benchmark Video:

IBM Black Friday InfoGraphic:

To join the conversation, follow hashtags #smartershopping, #smartercommerce
and #ibmretail on Twitter


1. Complete IBM 2012 Black Friday Benchmark Report (pdf)

2. Press FAQ

Media Contacts:
Doug Fraim
IBM Media Relations
(617) 501-6376

SOURCE IBM Corporation

Website: http://www.ibm.com
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