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Cyber Week delivers sales uplift as mobile shopping soars

Retailers enjoyed a major spike in sales and online traffic during this year’s Cyber Weekend, driven by a record use of tablet devices and m-commerce.

The long weekend, in which consumers recieve their last pay packet before Christmas, has been identified as a peak period for etailers.

Experts have predicted that in total, retailers would see £605m come through their virtual tills on Cyber Monday alone.

Retailers using platform Venda, which include Fat Face, BooHoo and Urban Outfitters, saw sales lift 31% over Cyber Weekend, which ran from Friday 29 November to Monday 2 December inclusive, compared to the same period in 2012.

The provider also recorded a 301% increase in sales from tablets compared with 2012, with the device now accounting for a quarter of online sales in the period.

IBM also reported a jump in online shopping from last year’s figures, with statistics from its Digital Analytics Benchmark showing a 31% increase on Cyber Monday this year compared with 2012 and a 94% rise in the use of mobile devices.

Apple continues to dominate mobile shopping according to IBM, with 25.6% of online sales being made on iOS devices, while Android-powered devices made up only 7%, despite providing a higher average spend per transaction.

According to Channel Advisor, which monitors and compares the performance of various online channels, Amazon saw a 63% spike in sales on Black Friday compared with last year’s figures, while eBay’s sales were 84% higher than in 2012.

Eric Abensur, group chief executive of Venda, said: “Black Friday really was the starter’s pistol we expected. Our figures show an initial rise in online shopping over the weekend, which has been driven by growth in tablet shopping and more retailers offering discounts over the period.

“However, data from 2012 shows that there is a continued opportunity for retailers to make the most of this gifting season, with spending expected to remain high over the next fortnight”.

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