What Happened over Thanksgiving Weekend? - eMarketer
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What Happened over Thanksgiving Weekend?

Consumers turned once more to digital devices for holiday purchases

December 4, 2015 | Retail & Ecommerce

Holiday shopping sales did in fact grow throughout Thanksgiving weekend. Consumers not only shopped in-store on Thanksgiving and Black Friday, but also turned to their desktop and mobile devices on those days, as well as on the US online market’s biggest shopping day, Cyber Monday.

US Holiday Season Retail Ecommerce Sales, by Shopping Period, 2014 & 2015 (billions and % change)

November 2015 data from comScore comScore revealed that Thanksgiving Day ecommerce sales saw a 9% increase to $1.10 billion in 2015. Black Friday saw even stronger ecommerce sales, $1.66 billion—up 10% compared to 2014.

Consumers also turned to their mobile devices for Thanksgiving and Black Friday shopping. In fact, 40% of total Thanksgiving ecommerce sales came from mobile commerce, according to November 2015 research by IBM. Additionally, the share of ecommerce sales that came from mobile increased by 29.6% during Black Friday 2015 compared to the previous year.

Mobile was the device many shoppers turned to during the holiday season, per a November survey by HookLogic, which analyzed aggregated shopping activity from 15 mass-merchant retail sites. More than two-thirds of holiday season ecommerce traffic came from smartphones and tablets. Mobile was also the preferred device when it came to shopping on Black Friday. On Cyber Monday, however, more than half of holiday season ecommerce traffic came from desktop devices.

US Desktop vs. Mobile* Holiday Season Ecommerce Traffic Share, by Shopping Day, 2015 (% of total on HookLogic's platform)

Indeed, a lot of shopping activity was happening on Cyber Monday. Predictive marketing platform Custora reported that Cyber Monday was the biggest day in US online shopping. According to the company, ecommerce revenues were up 16.2% on Cyber Monday compared to last year. And, 26.9% of online sales were placed on mobile, both smartphones and tablets, which was a 23% increase compared to Cyber Monday 2014.

The Custora data is in line with other research showing an increase of sales that occurred on Cyber Monday. Rakuten Marketing found that Cyber Monday outperformed Black Friday revenue by 40% across advertisers running display campaigns. In addition, Cyber Monday mobile sales accounted for 28% of display clients’ revenue. Smartphones made up 17% of that, and tablets accounted for 11%.


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