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Mobile Shopping on Black Friday — What to Expect

Posted Nov 20, 2019

The holiday shopping season has already started for many consumers but for many, Black Friday is likely the day they’ll kick off their gift buying. It’s almost that time of year when shoppers spend their Friday morning (or Thanksgiving night!) waiting in line at brick-and-mortar stores for the best deals. While Black Friday is certainly important for retail, it’s also be a substantial event for mobile device and app usage.

Holiday shoppers are using their smartphones to optimize their in-store buying experience by researching products and accessing coupons. Some consumers are even skipping brick-and-mortar shopping altogether to shop online from the comfort of their home. We’ve gathered insights from various studies to share what you can expect from mobile shopping on Black Friday and the rest of the holiday season.

More People Will Buy on Mobile than Desktop
BounceX predicts that for the first time ever mobile shopping will surpass desktop. The MarTech company analyzed buying signals from thousands of e-commerce sites over the past five holiday seasons to reveal what’s expected for online shopping this Black Friday. Over the past three years, conversion rates on mobile have grown faster than any other channel. In 2016, mobile took up only 35% of online conversions while it is expected to reach 52% this year.

Women Are Planning to Make More Than Half of Purchases on Mobile
Financial Services company, daVinci Payments held a national study of female shoppers and discovered that 45% of respondents said they will make 50% or more of all online purchases on their phones. Additionally, 47% of the respondents stated that more than 50% of their holiday shopping will be done online. These numbers could represent huge sales as women drive more than 70% of household purchasing decisions according to a Bloomberg report. 

Consumers Need Their Phones to Shop In-Store
In our Holiday Shopping Survey conducted earlier this year, we asked participants questions about their shopping behaviors and preferences around the holiday season. A majority of respondents (61%) said it was important for them to have a mobile device while shopping in-store. Consumers use their phones in various ways but the most common are to research competitor prices and to receive a discount to use at the store. Retailers can take advantage of buyers’ dependence on phones by enhancing the user experience and highlighting their best offers in mobile apps and sites.

Mobile Devices and Accessories to Make Big Sales During Black Friday
According to the Consumer Technology Association, tech devices are the hot items for holiday gifts. In its recent study among American consumers, 82% of Black Friday shoppers said that they were planning to purchase tech devices and accessories during the sales event. Just under half (46%) will be buying mobile device cases and 41% plan to purchase smartphones. At 71%, smartphone penetration in the United States is already high so consumers are willing to invest in new and upgraded devices despite already owning smartphones. With users’ constant access to up-to-date technology, brands and retailers will need to keep up with innovative strategies to reach these consumers.

About the AdColony Holiday Shopping Survey
The AdColony Holiday Shopping Survey was distributed globally, however, this article dives into the results specifically from the U.S. and Canada. The North American version of the survey garnered several hundred responses from consumers ranging from 14 years old to over 75. It asked participants 16 questions about their shopping behaviors and preferences, and how their mobile device plays a role in the buying process.

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