The State of Holiday Mobile Commerce in 5 Charts
With one week to go until Black Friday, experts predict mobile sales will surpass the record-breaking highs it reached last year.
According to a report by the National Retail Foundation, holiday sales are set to increase 4 percent this year over last year, and mobile is expected to serve as a significant catalyst. Mobile sales drove more than $1.2 billion in sales on Black Friday last year, the highest amount brought in from smartphones in a single day in retail history. Moving into the 2017 holiday season, retailers have continued to prioritize mobile in an attempt to meet a critical mass of consumers on a device where they already spend upward of four hours per day.
For fashion brands, cracking mobile has been challenging as investment in apps has failed to pay off. Many have poured significant resources into standalone apps that received little traction in the end, before opting to delete them altogether. Others, including Gucci, are finding innovative ways to engage consumers on their apps through updated features, like curated holiday gift guides and virtual reality videos.
But regardless of the interface, brands are finding investing in mobile is proving to be increasingly important to bolstering the business.
“It will be a long time before we stop seeing the growth in [mobile] programs, as long as retailers and brands keep up with the consumer needs,” said Nicole Jennings, svp of paid media at PMX Agency. “Brands are making their mobile sites faster, making it easier to convert on mobile, adding personalization to the shopping experience where they can and leveraging offline perks like buy-online-pick-up-in-store to drive loyalty.”