Mobile Traffic for Retail on the Rise

Stores opened earlier, and stayed open longer than ever before this Thanksgiving weekend.  As a result, two million MORE people shopped this year, over last.  But here's the catch....they weren't all purchasing something.  According to the National Retail Federation, the average consumer who did purchase spent $407.02.  Although this number is slightly less than last year, the expectation was that Cyber Monday would cover the difference, and it did.  "Online shopping surged about 20 percent to a record on Cyber Monday as many consumers took to the Web to buy holiday gifts."  With sites like eBay and Amazon offering free shipping, it's no surprise that the internet is eating up more and more of the sales.  I think people still like the brick and mortar store, but they seem to appreciate it more for 'window' shopping rather than to make purchases. 

What is most interesting about the trends in retail shifting to online is the increase of purchases using mobile devices.  Mobile traffic over Thanksgiving accounted for 32 percent of site visits, a 45 percent gain from last year. That's HUGE.  Just think of the opportunities stores could unlock through sharing Wi-Fi, promoting mobile-friendly websites, and offering online deals.

How consumers are using their mobiles in-store:  

• 35% of smartphone owners in Q2 2013 used their device to locate a store
• 59 percent used mobile while in the store, 24% of them just want to see if there was an online discount or coupon available
• Many used mobile to search a different retailer’s site, (92 percent wanted to see if they could get a better deal somewhere else.)
•  23% used mobile phones in-store to text or call family or friends about a product
• 17% send a picture from the store to share product to family/friends

*Source, The National Retail Federation

More interesting facts to ponder:   

• Hispanics are almost 30% more likely than the average US consumer to use social media to find coupons.
• Thanksgiving weekend deals are especially attractive to the younger generations as (76.2%) of 18 – 34 year olds shopped or planned to shop over the holiday weekend.