无辜假日购物的兴起：年终电子商务数据显示了移动商业的新趋势

Q4 is typically a strong quarter for retail. Between Black Friday, Cyber Monday, Super Saturday, Hanukkah, and Christmas -- just to name the bigger shopping events -- there are a ton of potential customer touch points on which your brand can capitalize to increase sales and revenue for year end.

购物:超过Black Friday and Cyber Monday

The holiday shopping craze has grown so dramatically over the past few years that the best deals no longer start on Black Friday, the most infamous of shopping days. According to, which accounts for tens of thousands of online retailers in the U.S., many stores start their discount cycle before Halloween. In October of 2014, online small businesses saw a 29% increase in year-over-year sales for that month alone. November and December followed suit, with 27% and a stark 47% increase in year-over-year sales respectively.

这些信息都不令人惊讶。大盒子零售商希望通过在感恩节开设商店开始黑色星期五交易一整天，在假日商业匆匆忙忙期间参加比赛（认为是一个）禁忌业务策略by some). That said, it makes sense that small businesses, especially those with niche and loyal customer bases, would begin touting their holiday discounts earlier and earlier as well.

这些统计数据支持目前8年的高度small business confidenceand optimism. The data is also providing some proof that the U.S. appears to have finally climbed out of the recession, as consumers are taking their extra dollars to retail, particularly ecommerce.

Increase in Mobile Commerce

不过，此外，数据表明我们在经济衰退之前的购物方式并不像一样。在2014年网络周（包括感恩节至星期二）的2014年网络周期间，小型企业的移动订单比2013年的移动订单增加了79％。大约有10％的销售额是在感恩节上进行的，而移动购物则增加了52％2013年的特定日子。

All right, you may be thinking, people shop on Thanksgiving. Between all the football games, the food and the family time, a little mobile shopping might just be what many of us need to keep sane. Besides, many stores including Walmart, Target and Kohl’s wereopen on Thanksgiving每天早日提供类似黑色星期五的折扣 - 这些活动是highly publicized.

Fair enough, but before the number is truly dismissed and this innocuous shopping of sorts is drummed up as a ripple effect of the larger retail brands’ holiday campaigns, let’s take a look at Christmas day.

Christmas Day is a nationwide holiday andeven Walmart，这是一个很少关闭假期（信条或宗教）的大盒子链，请休假。如果公众在感恩节开业的商店中陷入困境，那么至少可以说，在圣诞节那天选择同样的事情的潜在PR影响会很有趣。

And yet, though few U.S. brick-and-mortars are open on Christmas, and though there is relatively little digital activity on that particular day, online shopping increased 33% in 2014 compared to 2013. In all, 36% of total sales on Christmas Day were on mobile and, compared to 2013, that is a 101% increase.

无辜假期购物的兴起

换句话说：我们见到您，智能手机用户。坐在那里，避免对礼物的尴尬，尴尬或激怒家庭对话，并假装发短信或玩游戏。数据表明，您更有可能仔细阅读在线商店并实际单击“购买”。

Turns out mobile shopping, then, isn’t just a nascent channel and growing opportunity for omnichannel retailers -- data suggests it's already a trending consumer pastime. Well, at least on days when shopping is supposedly taboo.