Holiday 2013 Same Store Sales - Cyber Saturday Final!
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Note: This is a regular feature published by ChannelAdvisor highlighting the Same Store Sales (SSS) across our wide range of thousands of retailers and billions in GMV. Details on the SSS including background, methodology, disclaimers and schedule can be found in this post. Our detailed Holiday 2013 schedule can be found here.
Pardon the interruption...
Before we jump into the holiday update, I wanted to make sure everyone knows about the big Amazon segment on 60 minutes tonight for Cyber Monday. Also, there's a lot of hype around a 'big surprise'! Is it an Amazon Phone? Bezos secret twin? Kiva robot (my guess), Kindle truck, Amazon store model, model of the new biodome HQ? We will all know at 7pm ET on CBS!
Cyber Saturday SSS
Here is the updated Cyber Five chart with our Cyber Saturday (yesterday November 30) completed:
First, it's important to note that most retailers (and channels like eBay/Amazon) have 'taken off' their Thanksgiving/Black Friday promos for Cyber Saturday and Cyber Sunday as they prepare to unleash the melee that is Cyber Monday promotions. Because of that fact, historically we have seen a bit of a breather from Black Friday through the Weekend (Cyber Saturday and Cyber Sunday) and then we are on like Donkey Kong into Cyber Monday.
As you see in the table, this was the case for all channels we track - their y/y growth slowed from Black Friday -> Cyber Saturday.
- Amazon's Cyber Saturday came in at 23.7% compared to Black Friday's 34.7%
- eBay came in at 28.1% compared to Black Friday's 38.7%, but still out-grew Amazon and is about twice the pace of e-commerce growth.
- CSE (Comparison Shopping Engines), Search (AdWords) and GS (Google Shopping/PLA) declined sequentially from Thanksgiving->Black Friday->Cyber Saturday. This has been the trend with these channels historically because they are used by consumers primarily for product research and are not as transactional as marketplaces. Also, we believe that marketplaces are doing very well on mobile where you can see, especially on phone, search/CSE/GS are challenged with a 1% conversion rate.
Last year the high point for mobile was Thanksgiving at 37% (21% phone/16% tablet) and it was more in the 30% range after Black Friday. This year we are seeing a sustained ~40% mobile usage with phone making up the bulk of the increase). With the 1% conversion rate, this is bad for retailers relying on mobile search as it only converts at 1% (less than a third the rate of computer/tablet), but as mentioned, it is good for top mobile apps/sites like eBay, Amazon and Walmart (according to Comscore's data).
Tomorrow (Cyber Monday - Dec 2) we will have a morning post with the Cyber Sunday results and throughout the day we will have Cyber Monday updates.
This blog post was written by Scot Wingo, ChannelAdvisor CEO.