Many shoppers around the country were armed with iPads and smart phones, to check prices as well as buy.
Online auction and shoppping site eBay reported more the 2.5 times the number of mobile transactions as last year.
Online retailers worked as hard as brick-and-mortar stores to draw customers, sending each of their subscribers an average of 5.9 promotional emails during the 7 days through Black Friday. That’s an all-time high, according to marketing software company Responsys.
IBM, which tracks more than 1 million transactions at 500 online retailers each day, said its data showed 24 percent of online shoppers used a mobile device to check out a retailer’s site and about 16 percent of online purchases were made on a mobile device. But while total online spending rose sharply, the value of the average online order dipped about 5 percent to $181.22.
In spite of all the TV reports showing shoppers carting away laptops and giant flat-screen TVs, IBM said combined sales of consumer electronics, printers and other office supplies were up only 8 percent, with average order prices of $326.05.
Sales of appliances and other home goods rose the most, up about 28 percent from Black Friday last year. Clothing sales rose 17.5 percent, department store sales grew just under 17 percent and sales of health and beauty products rose 11 percent.
Despite the throngs in stores Thursday night and Friday, many shoppers held off until Saturday, hoping for shorter lines and less drama.
“I can’t deal with all that craziness,” said Miguel Garcia, a 40-year-old office coordinator who was at a Target in the Bronx, New York, on Saturday. “Compared to what I saw on TV yesterday, this is so much more comfortable and relaxed. I can actually think straight and compare prices.”
Garcia was checking prices for phones and tablets at various stores, and planned to delay any purchases until Cyber Monday when he’d have a better sense of the best deals. As money has gotten tighter over the years, Garcia said he comparison shops more.
“It forces you to become a good consumer,” he said.
Tanya Dunham, a 32-year-old patient coordinator representative, likewise avoided the crowds on Black Friday and was shopping at the same Target Saturday.
“I don’t like to wait (in line) just to save $15 or $20,” said Dunham.
For the entire holiday sales season of November and December, ShopperTrak has predicted sales should rise 3.3 percent over last year. Those two months are crucial for retailers and can account for up to 40 percent of stores’ annual revenue.