Thanksgiving has quite a bit of ground to make up if it wants to compete with the likes of Black Friday or Cyber Monday, but that's not to say it didn't have an impressive retail showing.
In fact, the Custora Ecommerce Pulse indicates that online shopping was up almost 20 percent in Thanksgiving 2014 compared to Thanksgiving 2013, driven by mobile shopping and promotions. Many of the top retailers offered their Black Friday deals early to take advantage of those looking for deals online Thursday.
This may, however, cause some recoil as Custora found that the average order value (AOV) was down this Thanksgiving (-1.7 percent) compared to last year, which could indicate the beginning of an even more promotional, discount-driven holiday season.
Mobile shopping also made an impact on Thanksgiving online retail sales, as 34.3 percent of ecommerce orders were made on mobile phones or tablets. This is in comparison to just 20 percent on Thanksgiving 2013.
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