IBM published a variety of online sales data for this year’s Thanksgiving weekend including iOS vs. Android and record breaking mobile traffic. Among other things, IBM research the social influence of Facebook and Pinterest referrals to measure the impact of brand loyalty and sales on Black Friday. Here is a brief summary of IBM’s findings.
Facebook’s average order value on Black Friday of $109.94 was close to 10% higher than Pinterest’s average order value on the same day with $100.24. Both social networks were below the overall Black Friday order value for the fashion industry of $114.96.
Additionally, Facebook referrals resulted in online sales more than twice as often as Pinterest referrals. Given that most people took advantage of discounts in fashion, Pinterest could have had a head start and outperformed Facebook – especially since online sales in fashion increased by 22.6% compared to last year and Pinterest is first and foremost known for fashion as well as home goods which grew 43.2% and saw an average order value of $238.46.