From Black Friday to App Friday: mobile madness has shifted the holiday shopping season

The Black Friday shopping experience has become increasingly mobile, with 65% of shoppers buying on their smartphones

According to Black Friday data research, 65% of all shoppers will turn to their mobile devices for holiday purchases.

This data, compiled in a study made by mobile engagement platform Leanplum and retail app platform Branding Brand details the shift, not just from retailers to digital, but from desktop to mobile. 35% of the shoppers surveyed will specifically use apps on smartphones and tablets. Nearly two out of three shoppers will utilize their phones to inform them of sales, coupons or other deals heading their way.

Mobile is an efficient role in every part of the purchasing process—from avoiding the long lines that make Black Friday infamous, to comparing prices between retailers. Over 63% of shoppers plan to use mobile just to avoid foot traffic in stores and 58% use their devices to find coupons.

Online-only retailers like ASOS and Amazon should look to take advantage of the unofficial start of the holiday season: 70 percent of shoppers are most likely to turn to e-commerce from them. Discount and specialty retailers like Target, Nordstrom and Sephora should also look to receive a lot of purchases via mobile as 62% will turn to discount stores and around 40% will look for deals from department and specialty stores.

"Mobile is dominating this holiday shopping season," says Joyce Solano, vice president of Marketing at Leanplum, "and there's no better way to drive shopper loyalty than via mobile apps. Consumers are turning to their mobile devices for access to coupons, price comparisons, easy-to-find user reviews, etc." The in-app experience gives a more personalize user experience, she explained, "and they provide a huge opportunity for brands to engage with consumers on a 1:1 level, in real-time, and drive deep engagement across the mobile shopping journey."

Chris Mason, chief executive officer of Branding Brand agreed, attributing this to the need of the holiday shopping tradition to be quick and painless as possible. "Mobile apps offer faster and easier shopping experiences, with the bonus of connecting shoppers to both in-store and digital worlds. The benefit for retailers to have app shoppers, is they are worth 130% more per visit than mobile site shoppers."

The solutions to make Black Friday great again, at least according to the survey data, could rest right on the screen of a mobile device.

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