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IBM Coremetrics Benchmark™ Black Friday Report
Now Available (cont.)
IBM Coremetrics Benchmark offers a rich set of industry and peer data to customers of IBM Coremetrics. We currently offer a complete industry view of the retail market and associated sub-vertical markets. We are also rapidly expanding to offer similar insight into additional verticals. If you would like to receive the full daily insight of IBM Coremetrics Benchmark, please contact your IBM Coremetrics account representative to activate this service. Additional information about Black Friday can be found in the complete report, located here.
Some findings that the press found most interesting:
- Department Stores were big winners on Black Friday, with a 12% increase in order sessions, a whopping 30% increase in average items per order, and 10% increases in average order values and in shopping cart conversion rates. These numbers suggest that department stores, more than niche retailers, succeeded in finding the right merchandizing formula for converting casual browsers into buyers.
- The Gifts sub-vertical registered an increase of more than 5% in shopping cart sessions and an astonishing 57.38% jump in orders sessions. The average number of items per order went up 6.50%, average order value went up 1.53%, and new visitor conversion rate went up 2.08%.
- The Health and Beauty sub-vertical saw an increase in the percentage of browser and shopping cart sessions (6% and 10%, respectively), as well as in average order value (10%). These increases suggest increased interest among consumers in little luxuries, a willingness to spend on small, feel-good indulgences as opposed to more expensive splurges.
