E-commerce stats: Black Friday & Cyber Monday

We looked at website traffic and sales data from Black Friday (November 28) to Cyber Monday (December 1) & compared it with equivalent period in 2013 ( (November 29 to December 2).

Screen Pages' clients studied in the analysis included Atterley Road, Begg & Co, Choc on Choc, Christopher Ward, Donald Russell, Force 4, Loake, Micro-Scooters, the RSPB, This Works, Tuff Luv and Van Dal. Combined the study tracked nearly quarter of a million visitors placing over 15,000 orders worth £1.2m.

Stand-out figures are:

• Average number of visitors up 46%
• Average conversion ratio (visits:orders) was 6.34% - this represents an increase from last year at 6.15%
• Sales doubled on average (up 204%)
• Mobile usage increased from 16.5% to 22.6% - in one case, mobiles were used by one third of all visitors
• Tablet usage increased from 26% to 29% - in one case, tablets were used by 41% of all visitors

Industry reports:

• According to personalisation specialist, Monetate, UK Cyber Monday traffic grew by 20.8%
• Peerius reported traffic increases of 50%
• John Lewis' online sales grew by 42%