Hol­i­day sales are off to the races and the results thus far look very promis­ing for online shop­ping. Black Fri­day online sales reached $1.3 bil­lion, an 18.4% growth over 2011, com­ing in 6% over our ini­tial pre­dic­tion. These stel­lar results make Black Fri­day the largest day after Thanks­giv­ing in online sales ever.

Black Fri­day online shop­pers were in a mood to spend. More shop­pers com­pleted a pur­chase ver­sus last year, a 24% increase YoY (See Table 1) and bought 18% more than last year with aver­age sales of $145 per order (See Table 2). The higher aver­age sales, in par­tic­u­lar, appear to have pushed to total online receipts above our orig­i­nal estimate.

Table 1:  Con­ver­sion Rate

Table 2:  Aver­age Sales

Mobile Sales Pre­dic­tion Exactly On Tar­get:  Black Fri­day biggest mobile shop­ping day ever.

The increase in mobile online sales con­tributed to this block-buster sales day. As pre­dicted, on Black Fri­day nearly one in four online dol­lars came from mobile users, dri­ven largely by tablet shop­pers at 16% and dou­ble last year’s mobile sales. Smart­phone shop­pers were also up 75% over last year demon­strat­ing the strength of mobile devices as a shop­ping plat­form as well as online retailer advance­ments in opti­miz­ing their sites to improve mobile shopa­bil­ity. After all, what does every­body do when they’re wait­ing in a long line? Surf on their phone!

Social Media Pre­dic­tion Hit the Mark:  Pin­ter­est dri­ves more conversion.

Also as pre­dicted, Pin­ter­est con­tin­ues to cap­ture a larger share of social shop­ping refer­rals with dou­ble last year’s refer­ral traf­fic (See Table 3). Pinterest’s gains come at the expense of other social net­work refer­rals.  Face­book and Twit­ter share remains unchanged, yet dom­i­nant with 76%.

Table 3:  Social Refer­ral Traf­fic Share

Today, on Cyber Mon­day, the largest online shop­ping day of the year, we expect the orig­i­nal pre­dic­tion of 18% YoY growth and $2 bil­lion in rev­enue to remain true. The 6% increase in Black Fri­day ver­sus our orig­i­nal pre­dic­tion may have can­ni­bal­ized some of the Cyber Mon­day sales as mobile phones swing pur­chas­ing into the week­end but the increased propen­sity to spend more online should coun­ter­bal­ance the mobile effect.  We’ll be post­ing the actual results from Cyber Mon­day early tomor­row morning.

Read more about hol­i­day shop­ping data insights in the fol­low­ing blog posts:

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