Holiday Online Shopping 2017 Review Infographic by Workarea

While Black Friday may be the “official” kickoff of the holiday shopping season, there’s plenty of sales to be made before and after Black Friday and Cyber Monday.

What days, devices and industries drove the greatest gains this season? The Workarea Commerce Intelligence Unit gathers insights from over 300 sites running on the Workarea Commerce Platform. Here are the highlights of Holiday 2017 from our exclusive study. Copy and paste this source code to embed the below infographic. 

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(Comments for press):

For online retailers, Holiday 2017 proved to be another strong season for revenue, conversion, and average order values, with these metrics outpacing traffic growth.

Retailers’ efforts to beat Black Friday with pre-Thanksgiving deals spurred a 20% boost in YOY revenue, with mobile orders jumping 50% between November 1 and Thanksgiving Eve. Shoppers were responsive to email and social deals, and with most email and social engagement occurring on mobile devices, shoppers demonstrated increased comfort converting within the same mobile session.

Cyber Week posted a modest 2% revenue growth, offset by the increase in pre-Thanksgiving buys.

While mobile continued to eat into desktop share of traffic and revenue, tablets took a surprising dip throughout the season, suggesting a screen-shift to bigger and “better” mobile devices and buying experiences.

Self-gifting was a trend predicted by a number of analysts, including Price Waterhouse Coopers and the NPD Group.

Our data reflected this, with Fashion and Apparel (a top self-gifting segment) emerging as Cyber Monday’s winning category and seeing a 30% jump in desktop and 40% rise in mobile revenue. And though Health and Beauty dragged behind other categories during the holiday season, it rebounded by a healthy 92% increase on revenue Christmas Day (133% on mobile) as buyers turned to self-gifting.