Brick-and-mortar purchases still dominated consumer spending during the 2015 Thanksgiving weekend. But data released this week shows that e-commerce grew while in-store sales declined compared to 2014.
According to ShopperTrak, brick-and-mortar sales on Thanksgiving and Black Friday this year came in at roughly $12.1 billion, lower than in 2014. Thanksgiving Day grossed an estimated $1.8 billion in sales, while Black Friday brought in around $10.4 billion in sales.
By comparison, Adobe estimated that on Thanksgiving and Black Friday, consumers spent approximately $4.45 billion online. Cyber Monday saw more than $3 billion in spending, according to Adobe.
Mobile had a much larger role in online sales this year as well. Smartphones generated a record 22% share of sales, 70 percent more than in 2014. They also drove more than 50% of traffic to websites according to several estimates.
Yet the story is more nuanced than “in-store declined and online grew.” Much of the growth happened on sites operated by traditional retailers. Therefore beyond Amazon and eBay, the biggest beneficiaries of e-commerce growth, according to ChannelAdvisor, were the so-called “Bricks and Clicks” retailers.
The data comes from ShopperTrak sales estimates, 2015 Adobe online shopping data and ChannelAdvisor “Same Store Sales” data. To access and share the graphic above, click here.
