As mobile traffic spiked, online sales for the week leading up to Father’s Day (June 9 –15) increased 14% over 2013, according to the IBM Digital Analytics Benchmark.
Mobile traffic accounted for 38% of all online traffic and nearly 19% of all online sales during the Father’s Day shopping period. When shopping online, consumers preferred to browse on their smartphones, which accounted for 24.8% of all online traffic, compared to 12.8% from tablets. However, tablets were preferred for completing transactions, with 12.2% of all online sales stemming from the devices. Additionally, tablet transactions were higher in value: The average tablet order was $106.71, compared to $89.55 for smartphones.
Overall, iOS devices led in mobile traffic, sales and average sale order totals compared to Androids. Specifically, iOS accounted for 25.6% of all online traffic, while Android accounted for 12.3%. For total online sales, iOS subscribers spent approximately $103.85 per order. The average cost per order among Android users was less, at $73.08.
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In the social media arena, Pinterest referrals averaged $142.75 per order, while Facebook referrals averaged $99.43 per order. However, Facebook referrals converted to sales more than four times the rate of Pinterest referrals.
All retail categories saw an uplift in total online sales and the mobile subset. Improvements by category included:
- Department stores (30.5% total online and 29% mobile);
- Home goods (21.4% and 25%); and
- Apparel (13.5% and 42%).
Although Father’s Day sales increased in 2014 over 2013, more money was still spent on mom than dad this year. The average Mother’s Day purchase totaled $125.23 per order, compared to $119.37 for Father’s Day.
