Black Friday 2016 insights

Mobile came out on top this Black Friday period as 64% of purchases were made on a mobile device, 17 percentage points higher than last year. The large growth has been hugely fuelled by retail apps. We analysed Black Friday 2016 data from across over 20 Poq-powered retail apps to understand how consumer behaviour has evolved and uncovered 4 key patterns.

1. Commuter commerce fuelled by mobile

Commuter commerce played a large role this year, especially on Black Friday, where 25% of sales were generated between 7am and 10am. This differs from last year, where we found shoppers making a large amount of purchases late in the evening as well as in the early morning.

2. Black Friday vs Cyber Monday

Black Friday came on top against Cyber Monday across the Poq platform, with revenue almost 300% higher! Interestingly, one third (33%) of transactions were achieved between 7pm and 11pm on Cyber Monday, so shoppers were most likely to make their final purchases of the period just before going to bed.

3. Shoppers rush to download retail apps

This year, app downloads across our platform during Cyber week increased by over 350% from last year. This time of the year is becoming great for acquisition year on year, as consumers flock to channels that are easier to shop from on the go.

4. App revenue soars

Following the influx of app downloads, our clients took full advantage by sending push notifications featuring discount codes and Cyber week-specific promotions. Our clients truly reaped the benefits as we found that the average app revenue per user was 24% higher than desktop and 175% higher than the mobile web. Overall, like-for-like app revenue across the Poq platform increased by over 200% compared to last year. You can find our 2015 Black Friday recap here.