A survey found that social media brought little sales during the 2011 and 2012 Black Friday holiday seasons, with contributions of only 0.53% and 0.34% respectively. However, mobile device usage increased, with 27% of shoppers using smartphones to research products and prices, and 15% planning to make purchases on their phones. The number of shoppers visiting stores and retail websites grew to 247 million, up from 226 million the previous year. As a result of increased mobile usage, overall sales increased. The document concludes that retailers will focus more on developing engaging in-store and online experiences, using social media to supplement but not replace their main marketing strategies.

1. Black Friday: May the Mobile Odds
Be in Your Favor
Innovative Mobile, Local & Social Marketing Solutions
®
| www.FindGravy.com

2. Social media may be touted as a way to win the hearts and
minds of customers, but the Black Friday shopping numbers
from the past few years present a different story.
Innovative Mobile, Local & Social Marketing Solutions
®
| www.FindGravy.com

3. A survey done by IBM in 2012 shows that
social media brought little, if any, sales during
the 2011 and 2012 Thanksgiving holiday
shopping seasons (.53% and .34% respectively).
Innovative Mobile, Local & Social Marketing Solutions
®
| www.FindGravy.com

4. However, it is clear that people were using their mobile
devices more and more to access information about products
that interest them.
Innovative Mobile, Local & Social Marketing Solutions
®
| www.FindGravy.com

5. 247 million Americans visited retailers’ stores
and websites during the Black Friday
weekend – an increase from 226 million in 2011.
Innovative Mobile, Local & Social Marketing Solutions
®
| www.FindGravy.com

6. Of that number, 27 percent used their smartphones to research
products and compare prices. Another 15 percent planned to
purchase products via their phones.
Innovative Mobile, Local & Social Marketing Solutions
®
| www.FindGravy.com

7. The end result was increased sales.
Innovative Mobile, Local & Social Marketing Solutions
®
| www.FindGravy.com

8. It’s impossible to make a proclamation about mobile at this stage
of the game, but the odds seem to be in mobile’s favor.
Innovative Mobile, Local & Social Marketing Solutions
®
| www.FindGravy.com

9. Social probably won’t make much of a showing moving forward.
Retailers have become attuned to the realities of promoting sales
on social networks, are realizing the value of owned content and
recognize the importance of creating an experience for their
customers.
Innovative Mobile, Local & Social Marketing Solutions
®
| www.FindGravy.com

10. As a result, retailers will focus on developing
experiences inside the store and online.
Innovative Mobile, Local & Social Marketing Solutions
®
| www.FindGravy.com

11. They may supplement their core offerings (which may be offered
via email, a mobile app and via the website and store) with social
media, but they won’t gamble on it.
Innovative Mobile, Local & Social Marketing Solutions
®
| www.FindGravy.com

12. Want to learn how
to use mobile to
drive in-store
purchases?
Discover What’s Going On
@ Gravy
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