Shoppers Gobble Up In-Store Black Friday Deals on Mobile
November 30, 2016
Store foot traffic surged on Black Friday compared to an average weekend day in November, with electronics, clothing, and toy stores seeing some of the biggest jumps. Black Friday also had the highest number of mobile shopping searches, with Thanksgiving coming in a close second.
As the holiday shopping season officially kicked off, consumers turned to mobile to find great deals in stores and online. Store foot traffic jumped 65% on Black Friday, compared to an average weekend day in November. Clothing, toy, and electronic stores were all popular destinations. Clothing stores and toy stores saw more than double the foot traffic on Black Friday compared to an average weekend in November.
Electronics stores were particularly popular, with more than double the foot traffic on Thanksgiving Day and more than triple the foot traffic on Black Friday, compared to an average weekend day in November. That makes sense given electronics, including the Nintendo Entertainment System and Sony PS4 Pro, are topping shoppers' gift lists this year.
Store foot traffic jumped 65% on Black Friday, compared to an average weekend day in November.
Shoppers also spent more time in stores. For example, in electronics stores, they typically spent between 35 minutes and 1.5 hours on Black Friday compared to 25 minutes on an average weekend day in November. Shopping malls showed a similar increase in visit duration compared to the average day in November.
When it came to online shopping, Black Friday had the highest mobile shopping searches of any day during Thanksgiving week. Thanksgiving Day was a close second, with searches peaking at 8:00 p.m.5 Shoppers turned to mobile not only to find the best deals online but also to discover the best deals in-store: Rhode Island and Delaware had the most local shopping search interest—searches that contained "near me," hours, and stores—of any states in the nation.
As another Black Friday weekend wraps, we saw shoppers continue to turn to their devices for ideas and information as well as use them as a "door-to-the-store." That trend is sure to continue as the holiday season progresses.
"Shoppers Gobble Up In-Store Black Friday Deals on Mobile." Natalie Zmuda, Managing Editor at Google; Elizabeth Fabiani, Senior Product Marketing Manager at Google. think with Google, November 2016.
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