Consumers will tell retailers what they want in terms of customer experience. It's up to retailers to have the tools to listen and then follow through.

1. Presenter
Customer Name
Five lessons from the
Thanksgiving holiday
weekend

2. “The traffic in stores has been great
but online is really taking off.”
— Matthew Shay, of the National Retail Federation during a news conference.
• 108.5 million shopped online over Thanksgiving weekend;
99.1 million shopped in stores
• Digital revenue was up 21.6 percent year-over-year on Black Friday.
• Thanksgiving online shopping increased 11.5 percent over 2015.
• Cyber Monday spending was on a pace to increase 9.4 percent.
• Store traffic was down 11 percent on Black Friday this year.
Source: Adobe/NRF/RetailNext
The shift to digital has come at the expense of store
visits.#
1

3. “They originally came out in 1988 and are really
hard to find. I had to reserve them on the app.”
— Walter Reinoso telling the New York Times how he used his mobile before heading to the
store for Air Jordans.
#
2
Consumers’ habits continue to evolve rapidly.
Retailers need to be ready for
shoppers who alternate between
devices and store aisles when looking
for that perfect gift.

4. More Americans think it is
“easier to shop from one’s
couch.”
— Ray Harjen, of RetailNext told the Wall Street Journal
Mobile continues to kill it.#
3
Maybe consumers are shopping from the dining table on
Thanksgiving:
• Mobile accounted for 44.3 percent of conversions on Thanksgiving.
• Mobile sales on the holiday reached $771 million, a record until Black
Friday broke the $1 billion mark.
• Overall digital sales on Thanksgiving approached $2 billion.Source: Adobe & BloomReach

5. Discounts “could prove a
troublesome dynamic” if
needed all season to attract
shoppers.
— The Wall Street Journal.
Don’t let shoppers become addicted to
discounts.#
4
Three million more people shopped on
Thanksgiving weekend this year over
last.
But, they spent $10 less on average.
— National Retail Federation

6. People are buying vs. just browsing.#
5
Consumers were
ready to buy over the
holiday weekend. We
can gauge their intent
by comparing the
number of product
views per conversion.
A low number of
product views (below
the blue line), means
shoppers were ready
to buy, not browse.
weekend. On
average they
looked at far fewer
products for each
conversion.
Source: BloomReach