ARMONK, N.Y. — U.S. shoppers took advantage of early sales this holiday driving a 39.3% increase in online Thanksgiving day spending while setting the stage for 24.3% online growth on Black Friday, compared with the same period last year, according to the fourth annual IBM Coremetrics Black Friday Benchmark study, which tracks more than a million transactions a day, analyzing terabytes of raw data from 500 retailers nationwide.
Black Friday witnessed the arrival of the mobile deal seeker, IBM reported, as mobile traffic increased to 14.3% on Black Friday 2011 compared with 5.6% in 2010. Sales on mobile devices surged to 9.8% over year.
In other IBM findings:
Mobile shopping was led by Apple, with the iPhone and iPad ranking Nos. 1 and 2 for consumers shopping on mobile devices (5.4% and 4.8%, respectively). Android came in third at 4.1%. Collectively iPhone and iPad accounted for 10.2% of all online retail traffic on Black Friday;
Mobile shoppers demonstrated a laser focus that surpassed that of other online shoppers with a 41.3% bounce rate on mobile devices versus online shopping rates of 33.1%;
Shoppers referred from Social Networks generated 0.535 of all online sales on Black Friday. Facebook led the pack, accounting for 75% of all traffic from social networks;
In online retail categories, department stores sales were up 59.0% from this time last year. Home goods reported a 48.8% increase in sales from Black Friday 2010; and
Apparel sales also were strong this holiday with Black Friday numbers showing an increase of 47.2% over 2010. Health and Beauty sales were strong as consumers showed a desire to pamper themselves this year. On Black Friday, online sales were up 34.2% year over year.