Consumers are spending 52 per cent more this year on home goods, but 4 per cent less on fashion and accessories, new data from commerce experience platform Nosto analysing the global online shopping performance on Black Friday suggests.
Stay-at-home shoppers spend 20 per cent more time on retail sites and view 24 per cent more pages, with orders split equally between mobile and desktop.
The data is based on 1,228 online stores globally, including Europe, North America and Australia.
Black Friday online retail sales globally went up 14 per cent this year compared to 2019, with the home & garden sector enjoying a 52 per cent sales uplift as people continue to want to spend more on their homes in the pandemic-affected era, the data revealed. The fashion and accessories saw a decline of 4 per cent.
Globally there was a 50:50 split of orders coming from desktops and mobile phones. Interestingly, retailers in the data sample were displaying 30 per cent more product recommendations this year to help holiday shoppers find products and offers most relevant to them.
Overall, across all verticals analyzed in the study, the numbers indicate that traffic to online retailers went up by 21 per cent, with sales up 14 per cent and average order value down by 2 per cent on the back of retailers’ seasonal offers and discounts.
“Fashion & Accessories are showing the lowest seasonal shopping performance across all verticals – possibly because consumers have already spent most of the year purchasing home-friendly fashion, or that restrictions on social gatherings mean they are not bargain-hunting for clothes for seasonal parties. Alternatively, it may simply be that people have set their sites on other more essential products,” said said Jake Chatt, Nosto’s head of brand marketing, in a press release.
