IBM Benchmark:

Black Friday
Follow the Smarter Commerce trends as they unfold at #SmarterShopping and #SmarterCommerce

Online Spending
Black Friday Online Sales

increased

20.7% over 2011

Shopping Peaked at

$181.22

AM
EST

average order value was

$181.22
Apparel Home Goods

Retail Categories
Department Stores

16.8% 17.5% 28.2%

over 2011 over 2011 over 2011

sales were up

sales were up

sales were up

Mobile Commerce

16.3%

58.6%

41.4%

Sales on mobile devices accounted for 16.3% of all online sales

Mobile trafc of phones vs. tablets

Mobile Breakdown
iPhone

8.7%
Mobile Devices

iPad

9.8%

Kindle

2.4%
Tablet Devices

88.3% 4.4%
Other

iPad

Android

5.5%

Galaxy

1.8%

Nook

3.1%

The IBM Digital Analytics Benchmark provides insights about consumer shopping trends across a wide variety of channels, including online, social media and mobile devices.
Join the conversation on Twitter at #smartershopping and #smartercommerce. For more information on IBM Smarter Commerce, please visit www.ibm.com/smarterplanet/us/en/smarter_commerce/overview/index.html