ADI Predicts $1.6B In Mobile Sales For Thanksgiving, Black Friday, Cyber Monday
Mobile shoppers are moving from “just looking” to “buying,” with consumers using their smartphones more than ever to transact purchases this holiday season. That’s the key finding of the new Adobe Digital Index (ADI) “2014 Holiday Shopping Predictions” report (PDF).
Last year, showrooming was mobile’s major function during the holidays. This year, while consumers will continue to use their mobile devices to compare prices and product features while in stores, they will also increasingly use their phones to buy.
ADI forecasts that, in total, Thanksgiving Day, Black Friday, and Cyber Monday are expected to tally $1.6 billion in mobile sales alone.
ADI’s findings clearly indicate that mobile can no longer sit on the side as a separate marketing strategy, explained Tamara Gaffney, principal analyst at ADI. According to Gaffney, everything a marketer does must now have a mobile component, and holiday marketing is no exception.
ADI also predicts that Thanksgiving will surpass Black Friday as the most mobile shopping day of the year. Mobile will account for 31% of total online sales Thanksgiving Day, hitting $418 million. That’s an 88% increase from last year.