ChannelAdvisor Scot Wingo By Scot Wingo

Holiday 2015 SSS – Black Friday final results

Note: this is a regular feature published by ChannelAdvisor highlighting the Same Store Sales (SSS) across our wide range of thousands of retailers and billions in GMV.  Details on the SSS including background, methodology, disclaimers and the 2015 schedule can be found in this post and you can find our holiday schedule here.

Today we are releasing the final Black Friday SSS results from yesterday (11/27/2015).

Black Friday Results

This dashboard shows the Cyber Five results and now we have two of the five days (40%) complete.

bf_final_dashboard

Black Friday Insights:

  • Total – e-commerce is set to grow 15% y/y (comScore) and on Black Friday saw 20.3% y/y on a SSS basis, much faster than the e-commerce trend, but a bit slower than Thanksgiving’s 43% y/y growth.  This data indicates that Black Friday 2015 is in-line with 2014.  Thanksgiving definitely was the fastest growing day of the Cyber Five thus far and indicates that consumers moved up their online shopping (and buying) this year.
  • Amazon – Amazon is outperforming the 15% benchmark coming in at 20.8%.
  • eBay – eBay increased  1.5% y/y for Black Friday. eBay took a bit of an unusual Black Friday strategy focusing on collectibles and precious metals, perhaps in an attempt to differentiate from the normal Black Friday TV, electronics and toys deals.
  • CSE – CSEs were up 6% y/y, driven by Google Shopping/PLA.
  • GS  – Google  Shopping/PLA was the only e-commerce channel that accelerated from Thanksgiving to Black Friday at 40.3% y/y, up from Thanksgiving’s 35.9%.  This indicates that consumers are utilizing Google Shopping/PLA to discover the best prices on items they are looking for.
  • Search – Search (adWords) decreased 7.4% y/y, largely due to cannibalization from Google Shopping/PLA on the Google search results page.
  • Other 3PM – Other Third Party Marketplaces continued the trend from Thanksgiving and on Black Friday came in at 76.6%, another very strong showing that is more than 5X the rate of e-commerce.

Shopping pattern

This chart shows the Black Friday vs. Thanksgiving daily trends

bf_7pm

 

On Thanksgiving, traffic started early and built through the day culminating in a peak around 10pm ET.  Through the day, via conversion rate trends, we saw traffic go from ‘shopping/discover’ mode to ‘purchase mode’.

On Black Friday, purchasing started early and peaked around 1pm ET and then tapered off.

This tends to follow the trends on when deals launched (Thanksgiving afternoon) and when the best deals sold-out (Black Friday PM).

Device trends

  • Smartphone: On Thanksgiving, we saw smartphone traffic at 52% and that trend slowed on Black Friday which came in at 49%.  Conversion rates for smartphones improved slightly from 2.16% to 2.21%.
  • Tablet:  Tablet trends held steady on Thanksgiving and Black Friday. At about 12% traffic and orders and a ~4% conversion rate.
  • Mobile: Mobile – Smartphone+Tablet and came in at 61-64% for total traffic and 40-46% of orders for Thanksgiving and Black Friday.
  • Computer: Computer traffic increased from 36% to 39% from Thanksgiving to Black Friday. and orders increased 54% to 60% because conversion rates increased 5.33% to 5.96%.

Next Update

Our next post will be tomorrow (Cyber Sunday, November 29th) where we’ll add another day to the Cyber Five by filling in Cyber Saturday (including device data trends).

This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.

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