In 2018, Black Friday is a world-wide phenomenon. This year, we aggregated data globally.
We explored cart abandonment and conversion rates on Black Friday across both countries and devices. Here's what we found.
Black Friday 2018 Statistics (including Cart Abandonment & Conversion)
1. Black Friday Cart Abandonment by Country
First, we looked at how cart abandonment changed by territory.
To make better sense of the data, we selected the 6 countries where we had the most shopping sessions.
These included the Netherlands (NL), Australia (AU), Great Britain (GB), France (FR), Canada (CA), the United States (US), and Spain (ES).
The global cart abandonment rate for Black Friday was 73.78%. Of the countries we had the most data for, only the United States had a higher average abandonment rate (81.93%).
Most countries were right below the average. However, both Spain and Canada showed significantly lower abandonment rates (61.6% and 61.28% respectively).
2. Black Friday Conversion Rate by Country
Next, I wanted to explore average conversion rates on Black Friday.
Again, I pulled countries we had the most data, as well as a global average across all countries.
Again, the highest performing country was Canada. Sessions on Black Friday resulted in a sale an astounding 7.05% of the time. Conversely, the United States had the lowest conversion rate (2.9%).
The global average conversion rate on Black Friday 2018 was 3.93%.
"The global average conversion rate on Black Friday 2018 was 3.93%." - Barilliance Insights
3. Black Friday Cart Abandonment Rate was highest on Mobile
In every country, customers were far more likely to abandon their cart on mobile devices.
This falls in line with the results of years past.
In the United States, cart abandonment on desktop was 71.12%. However, that number jumped dramatically to 85.81% on mobile, a 20.6% increase.
The biggest impact mobile had on abandonment rate was in Canada. Here, mobile increased abandonment rate by 33.3%.
Globally, phone devices performed 18.86% worse than desktops and 17.23% worse than tablets.
4. However, Mobile Cart Abandonment Varied Dramatically Across Countries
While mobile was the worst performing device across the board, variance on Black Friday abandonment rate was dramatic across countries.
The global average cart abandonment rate on mobile devices was 78.43%. This number spiked in the U.S. to 85.81% and plummeted in both Canada and Spain (69.21% and 64.81%).
5. Black Friday Conversion Rates by Country
Traditionally, eCommerce conversions have always been highest on desktop.
That trend largely held true for 2018's Black Friday. However, two countries had tablets with the highest conversion rates.
Both the Netherlands and United States showed customers are more likely to convert their shopping session on a tablet device.
Following abandonment rate trends, the three highest converting countries were Canada, Spain, and Australia. The lowest converting Black Friday countries were the Netherlands, France, and the United States.
How US Black Friday Statistics in 2018 compare to 2017
We've covered Black Friday statistics for a few years now.
We pulled forward the data from Black Friday 2017 and compared it to shoppers this year.
Across the board, we found an increase in cart abandonment in 2018. In 2017, the average cart abandonment rate on Black Friday was 74.5%. That number increased 10% in 2018 to 81.93%.
While both years showcased an increase in cart abandonment on mobile devices, the difference was starker in 2018.
In 2017, there was a 15.9% increase in Cart Abandonment for mobile. In 2018, cart abandonment rose a ridiculous 20.65%.
How US, AU Black Friday Statistics Compare to Other Weeks in November
We also want to compare how Black Friday statistics change compared to a regular week in November.
Because promotions are occurring earlier and earlier, we selected the week of November 4th as the comparison.
We confirmed Black Friday has lower cart abandonment rates across all devices. In the U.S. in the weeks leading up to Black Friday, cart abandonment came to 86.06%. On Black Friday, cart abandonment was 81.93%.
The same pattern emerged in Australia.
There are a number of reasons.
First, shoppers on Black Friday have a high intent to buy, even if they are compulsively comparison shopping across numerous stores.
Second, it is likely that shoppers are conducting research in preparation for holiday spending.
Lastly, the extreme deals and incentives to complete purchase drive conversion rates up and abandonment rates down.
Again, we found mobile has (by far) the highest levels of cart abandonment.
This represents an opportunity for stores, not just during the holiday season but throughout the year. Being able to create responsive, high converting product pages is a key capability to develop.
Given the growing cart abandonment, sales recovery campaigns are another great opportunity for eCommerce stores.
Lastly, if you would like to see how Barilliane helps hundreds of eCommerce stores recover sales and maximize holiday opportunities like Black Friday, schedule a demo here.