Cyber Monday Remains Digital King, But Black Friday is Becoming the Mobile Friday of the Black Weekend

With retailers jumping the gun and initiating holiday shopping on Thanksgiving, this year marked the emergence of the 'Black Weekend', with strong results stretching from Thursday through Monday, changing purchasing points throughout the term

Nov 29, 2012, 09:00 ET from eXelate

NEW YORK, Nov. 29, 2012 /PRNewswire/ -- According to eXelate, the leading data and analytics engine making big data work for digital advertisers, Black Friday ought to be renamed 'Mobile Friday' as mobile shopping increased on Black Friday by twice the rate that it increased on Cyber Monday, both on Apple and Android mobile platforms.

Other notable highlights from Black Friday / Cyber Monday 2012 include:

  • 'Black Weekend' – With the onset of holiday shopping starting on Thanksgiving Day, 2012 might be the first year of the 'Black Weekend' running from Thanksgiving Day through Cyber Monday. Though Thanksgiving AND Cyber Monday saw the largest increase in shoppers, eXelate believes that shopping during the 'Black Weekend' will eventually even out across all five days.
  • Cyber Monday retains Title – Though online shopping was up each day during 'Black Weekend' vs. 2011, the biggest increase – 29% – occurred on Cyber Monday.
  • Online Shopping heads South – Though all regions experienced growth in online shopping, the biggest growth vs. 2011 – 36% – occurred in the South.
  • Mobile Shopping Peaked on Black Friday – 52% of iPhone users and 41% of Android users shopped via their mobile devices on Black Friday whereas more Mac users shopped via their laptops on Cyber Monday upon returning to work.

Click here for the complete eXelate 'Black Weekend' 2012 Infographic

"The tradition of Football on Thanksgiving Day might be replaced by couch-potato shopping if retailers continue promoting holiday shopping earlier," said Mark S. Zagorski, CEO of eXelate. "Today's advanced e-commerce technology enables multitasking, allowing multiscreen consumers to benefit from the best of both worlds – watching the National Football League games on the big screen while simultaneously shopping for advertised products on their digital devices.  We believe that 2013 will see an even greater shift toward mobile shopping and that all five days spanning Thanksgiving through Cyber Monday will even out as the notion of the 'Black Weekend' becomes a reality."

About eXelate

eXelate provides data and insight on online purchase intent, household demographics and behavioral propensities that enable digital advertisers to make optimal marketing decisions. Through the collection of directly measured online data and distribution partnerships with information leaders such as Nielsen, Nielsen Catalina, MasterCard Advisors, Bizo, and more, eXelate makes online, offline, and custom modeled data sets actionable across 500M online consumers worldwide. eXelate's proprietary maX data™ - customized audiences built for advertisers based on first and third party data - delivers 3-5x campaign performance as compared to standard data sets. As members of the NAI, IAB, Council for Accountable Advertising, OPA and Evidon's Open Data Partnership, eXelate is a leader in privacy compliant advertising practices.  For more information, please visit

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SOURCE eXelate