Compilation of the stats found in the following articles. “From turkey to tablet” quote: IBM 28.7MM consumers shopped: NRF Online Sales: Comscore Mobile Stats & 10pm peak: Internet Retailer They Came With a Purpose: NPD Group Cyber Monday: Core Metrics

1. Thanksgiving through Cyber Monday
Breakdown of spending and online habits
The Search Agency
December, 2011

2. Online trends: Thanksgiving Day 2011
Consumers quickly transitioned “from turkey to
tablets” to begin holiday shopping and research.
• 28.7MM consumers shopped online – up 29% from
last year
• $470MM in online sales on this traditionally „lighter‟
shopping day
• 15.2% of traffic came from mobile devices
(including tablets), up for 6.45% last Thanksgiving
• Mobile devices accounted for 11.09% of
purchases
• Online traffic peaked after holiday dinners at 10pm
EST
source: IBM, NRF, ComScore, Internet Retailer

3. Online trends: Black Friday 2011
After researching online, consumers were lined up for
midnight store openings with mobile devices in hand
for support.
• 286MM total shoppers – up 35% from last year
• 50MM shoppers visited online retailers – up 35% from
last year
• $816MM total online sales
• $398.62 average spend per consumer
• 14.3% of traffic came from mobile devices (including
tablets) compared to 4.6% last year
• 23% of shoppers purchased an electronics product,
with televisions being the most popular electronics item
purchased
source: NRF/BIGresearch, ComScore, NPD Blog

4. Online trends: Cyber Monday 2011
Consumers headed back to the office and continued
weekend purchasing before, during, and after work
making Cyber Monday 2011 the biggest day ever for
online retailing.
• Online sales were up 29.3% over Black Friday
2011
• Online spending up 33% compared to last year –
expected $1.2B in sales
• $198.26 average spend per consumer
• 10.75% of traffic came from mobile devices
(including tablets) compared to 3.88% last year
• Peak shopping time 2:05pm EST, with a surge
after commuting hours
source: IBM Coremetrics, Nov 29th 2011

5. Thanksgiving through Cyber Monday
Breakdown of spending and online habits
The Search Agency
December, 2011