Holiday 2015 SSS: Thanksgiving Final Results – OmniChannel Strikes Back
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.
We hope everyone had a great Thanksgiving and got up at 5am today to hit the Black Friday sales hard (or slept in and shopped online).
This morning we are releasing the final results from Thanksgiving 2015. This data is date-shifted to compare Thanksgiving this year (Nov 26) vs. last year (Nov 27). In summary, Thanksgiving 2015 blew the doors off, coming in at 43.4% y/y growth compared to 20.1% last year – more than twice the rate of growth. The trick is while we know that Thanksgiving 2015 was very strong, we don’t know if this will continue through the entire Cyber Five and through all of Holiday 15, or if consumers are shopping much earlier than last year and will taper off as we get past Thanksgiving. Omnichannel marketplaces led the pack with Google Shopping and Amazon also outperforming.
Thanksgiving 2015 Final results
Here are the detailed results with device data.
A couple of insights from this view of the data:
- Total – e-commerce is set to grow 15% y/y (comScore) and for Thanksgiving 2015 we came in at 43.4% y/y on a SSS basis, much faster than the e-commerce trend. This data indicates that indeed consumers are aggressively shopping online this Thanksgiving. To put this in perspective, last year we saw 20% SSS growth for Thanksgiving.
- Amazon – Amazon had a strong showing at 28.9% y/y growth, well ahead of last year’s 26%.
- eBay – eBay grew 7% y/y on Thanksgiving 2015 compared to 3% last year. eBay tends to be driven by inventory shortages, so we will have to see if this perks up later in the season. While not in-line with e-commerce, this is the best eBay result we have seen since November of last year.
- CSE – CSEs were up 16.4% y/y, driven by Google Shopping/PLA.
- GS – Google Shopping/PLA grew at 35.9% y/y, more than 2X the rate of e-commerce growth rate.
- Search – Search grew 1.2% y/y, showing cannibalization from Google Shopping/PLA.
- Other 3PM – Other Third Party Marketplaces had a very strong showing coming in at 182.6% y/y.
When we dig into the ‘other 3PM’ data, what stands out is the Omnichannel players with stores and online marketplaces (Best Buy, Sears, etc.) did extremely well. This indicates that these ‘Brick and Clicks’ retailers were really able to tie their store and online promotions together with great success.
Devices – Smartphones, smartphones, smartphones!
From a device perspective, Smartphones were 58% of traffic compared to last year’s Thanksgiving 35% and a new high water mark for this device type in our data. From an order perspective, smartphone came in at 37% which was also more than double last year, although conversion rates continue to lag desktop and tablet considerably.
Conclusion: consumers not only increased their Thanksgiving sales, but they utilized their smartphones heavily and favored omnichannel retailers.
Our next post will be later today (Black Friday, Nov 28th) where we’ll provide an early look at Black Friday results.
This blog post was written by Scot Wingo, Executive Chairman and Founder, ChannelAdvisor.