Mobile Stats to Optimize Your Cyber Monday Ads

Don’t worry if you missed NPD’s 2019 Holiday Purchase Intentions Study last month, NPD is still updating their site with real-time holiday sales data, and there’s still time to optimize your Cyber Monday advertising today. According to the study, more people will shop on mobile than desktop this holiday season for the first time ever. While the shift to mobile isn’t surprising, this data emphasizes the importance for a company’s mobile platform to be able to facilitate the influx of e-commerce purchases directed from their holiday ads, as customer conversion rates decline when mobile commerce is not seamless. A more interesting statistic from the study, in my opinion, is that 93% of online customers surveyed will look to pick up their purchases in stores. Reasons surveyed for why they chose to buy online, pick up in-store (BOPIS) include getting their purchase more quickly than delivery, being less expensive than shipping, concerns over package theft and not being able to sign for packages at home or work. Most importantly, this study has been validated from real-time sales data over the weekend. According to TechCruch, $2.9 billion of Black Friday sales happened on smart phones and shoppers purchased 41% more online this year before going to the store to pick up. So, you might want to consider promoting BOPIS messaging in your Cyber Monday ads tonight as 30% of revenue takes place around the peak browsing and buying time of 9 p.m.