Online shoppers spent 17% more with PCs than mobile

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Black Friday shoppers also appear to be getting either thriftier or savvier this year. They spent an average of $ 130 per order this year, a decline of more than 4% over last year, the IBM Digital Analytics Benchmark survey found. Even though they spent less, shoppers purchased an average of 4 items per order, which was broadly in-line with last year. “This trend may indicate that shoppers are becoming more comfortable and digitally savvy in how they use online coupons and rebates,” Henderson says. Overall, more people are shopping online: Black Friday online sales were up 9.5% over last year and mobile sales were up 28%.

Black Friday – not Cyber Monday – is the fastest-growing online sales day of the year, suggesting that brick and mortar retailers are pushing their online discounts earlier. Online sales on Black Friday grew an estimated 28% year-on-year to $ 2.48 billion, according to estimates software company Adobe Digital Index, while they will rise by just 15% to $ 2.6 billion on Cyber Monday. Black Friday is predicted to have more sales from mobile devices ($ 644 billion) than Cyber Monday ($ 520 billion). That said, Cyber Monday is still expected to be the largest single online sales day ($ 2.6 billion), although online sales on Black Friday ($ 2.48 billion) are still not far behind.

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