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Over Thanksgiving Weekend, E-Commerce Sales Grew, Brick & Mortar Sales Declined

December 23, 2015

Brick-and-mortar purchases still dominated consumer spending during the Thanksgiving weekend. But data released this week shows that e-commerce grew while in-store sales declined compared to 2014.

According to ShopperTrak, brick-and-mortar sales on Thanksgiving and Black Friday this year came in at roughly $12.1 billion, lower than in 2014. Thanksgiving Day grossed an estimated $1.8 billion in sales, while Black Friday brought in around $10.4 billion in sales.

By comparison, Adobe estimated that on Thanksgiving and Black Friday, consumers spent approximately $4.45 billion online. Cyber Monday saw more than $3 billion in spending, according to Adobe.

Mobile had a much larger role in online sales this year as well. Smartphones generated a record 22% share of sales, 70 percent more than in 2014. They also drove more than 50% of traffic to websites according to several estimates.

Yet the story is more nuanced than “in-store declined and online grew.” Much of the growth happened on sites operated by traditional retailers. Therefore beyond Amazon and eBay, the biggest beneficiaries of e-commerce growth, according to ChannelAdvisor, were the so-called "Bricks and Clicks” retailers.

← Percentage of SMBs Planning to Increase Mobile Marketing Spend is Growing61% Are Researching Holiday Purchases Now‏ →

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