Women’s Wear Daily's Maghan McDowell reported on Cyber Monday sales via mobile devices. Sales on mobile devices accounted for about 37% of online sales, up from 26% in 2015. The online growth for Cyber Week 2016 was stronger than what was seen in stores, although promotions and marketing costs may have impacted online profits. DynamicAction was able to offer insight into the biggest online shopping day on record so far.
Orders online that use promotions were up 42%, said John Squire, who is cofounder and ceo of DynamicAction, which works with eCommerce retailers to understand where they make and lose money. Last year was a big year for promotions, he said, so it’s taken more from retailers for shoppers to buy; this year there has been a 23% increase in overall price reductions.
Sarah Engel, who is DynamicAction's senior vice president of marketing, added that the cost of marketing had gone up — as much as 94% on Black Friday. Apparel and footwear retailers especially had increased their spend. So fashion companies are selling more online — but spending more for each dollar.
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