POPSUGAR’s ShopStyle.com influences half a billion dollars in annual retail sales across millions of products and represents a significant barometer of the larger market trends in online shopping.
The POPSUGAR Insights team reviewed data from Thanksgiving, Black Friday, and Cyber Monday to deliver insights into the most popular brands, the growth in mobile device usage, and consumer shopping behaviors. ASOS, BCBG, Michael Kors, NARS, Obey, Tory Burch, and Ray-Ban were the most popular brands on ShopStyle.com over the time period between Thanksgiving and Cyber Monday.
The top women’s fashion products included:
- Dresses: ASOS Midi Dress With Short Sleeves and BCBGMAXAZRIA Lauren Blocked Scarf Print Sleeveless Dress
- Handbags: Tory Burch Robinson Shrunken Square Tote
- Makeup: NARS Velvet Matte Lip Pencil
- Accessories: Ray-Ban RB3025 Aviator Sunglasses
The rise in smartphone and tablet penetration has created an entirely new segment of ecommerce labeled “couch commerce.” The introduction and proliferation of mobile and tablet devices has forever altered consumer shopping behavior. This was especially evident this holiday weekend as growth in traffic and purchases on ShopStyle.com on Thanksgiving, Black Friday, and Cyber Monday was fueled by a significant increase in mobile and tablet usage. On Thanksgiving, ShopStyle.com saw 32% year-over-year growth in traffic and 115% year-over-year growth in conversions. On Black Friday, ShopStyle.com witnessed 28% year-over-year growth in traffic and 115% year-over-year growth in conversions. On Cyber Monday, year-over-year growth in traffic was 26% and year-over-year growth in conversions was 112%.
Primetime on the couch is taking on a whole new meaning this year. Traditionally, Thanksgiving has been a time for traveling, getting together with friends and family to celebrate, and perhaps heading out late at night to retail stores to try to be the first in line for Black Friday. Due to the rise in couch commerce, new trends are emerging as consumers use their mobile and tablet devices to conveniently shop from the couch, skip the long lines, and get a head start on Black Friday from the comfort of their home. This year, ShopStyle.com saw overall shopping behaviors peak in the evening hours on Thanksgiving Day, Black Friday, and Cyber Monday, with peak conversion occurring between the hours of 8 p.m. EST and 11 p.m. EST.
As the age of couch commerce takes flight, brands will need to account for these shifts in consumer retail shopping behaviors and customize their messages and their offerings to connect with consumers who prize the comfort, convenience, and choice of holiday gift shopping from home.