Black Friday Sales and Mobile Devices

It has been almost two weeks of non-stop Black Friday Sales advertising on all media platforms.  From television and radio, to social media and all online websites, companies made sure this year, Thanksgiving and Black Friday shopping would be a success.  As for the way in which consumers would purchase these discounted items, 2014 has been the year of the mobile devices, according to multiple sources.

Back in 2010, less than 10 percent of all Black Friday shopping traffic came from mobile devices, according to The New York Times.  Fast forward four years, 2014 Thanksgiving and Black Friday sales jumped over 25 percent with consumers skipping the Black Friday madness in brick and mortar stores, and getting their holiday shopping started through their mobile devices.

Adobe’s 2014 Digital Online Shopping data study shows that 29 percent of sales made by consumers on Thanksgiving Day happened on smartphones or tablets, while 27 percent of Black Friday purchases were made through mobile devices. These numbers are up an average of 23 percent from the past year alone.  This study is based on “theanalysis of aggregated and anonymous data of more than 350 million visits to4,500 retail websites” according to the Business Wire webpage.

Social media platforms also had to do with these online purchases during 2014’s Thanksgiving and Black Friday sales.  Social media driven orders came from online platforms such as Facebook, Pinterest, and Twitter.  This includes social media advertisement and links to companies’ webpages.  Facebook’s average order value was $114.45, while Pinterest’s was $93.20, and Twitter had a $90.74 average total sale value.  Social media driven orders totaled in $74.6 million during Thanksgiving and Black Friday sales in 2014.

All of these figures add up to the astounding $32 billionthat have been spent online in the days between November 1 and November 28, 2014, a total of 14 percent more than the same date in 2013. With an average online discount of 25.2 percent, consumers got to skip the long lines and crowds of eager and angry shoppers while still taking advantage of these early holiday season sales.  Now, with all these sales done through online websites and mobile devices, how will Cyber Monday’s figures stack up compared to Thanksgiving and Black Friday sales this year?

Mass Design for Individual Users

She calls it "Designing for Humanity," as Facebook’s director of product design, Margaret Gould Stewart has an extremely important task that is crucial for this global brand.  Margaret and her team design digital experiences for Facebook users all around the world.  From company wide concepts to small details such as the Facebook “like” button, the product design team makes sure this mass design is at the same time personalized, a task that is as difficult as it sounds.

In her TED Talk, Margaret Gould Stewart explains how she must keep two things in mind above anything else while she is doing her job.  She must have audacity and humility in order to be able to successfully design at the scale that social media works.  Audacity is needed to realize that what they are designing is something that the entire world wants and needs, and something everyone will see and use.  On the other hand, Margaret makes a point that not everyone in the industry understands, one that I believe is one of the greatest keys to success in the digital marketing and social media world.  She understands that she must always have humility as a designer in order to successfully design for the whole world to see and use.  Humility in this sense means to understand that what the users want and need is far more important than the designers’ portfolios and what they would like to design.  Just as in creating any brand, the design and content Margaret Gould Stewart’s team creates are not meant to be done for themselves, instead it is meant for everyone that will use it all around the world.

The designer goes on to explain how “when you’re designing at scale there’s no such thing as a little detail.” All these details that may seem obvious or trivial to some, take time, energy, and talent to create successfully.  A great example of a small detail that has shaped Facebook members’ communication has been the “like” button.  A miniscule button that took more than 280 hours over several months to redesign in order for it to fit into Facebook’s new general design, this new “like” button is a great example of how mass design can also be personalized.  During this design process, the product design team made sure the button worked in different languages, different devices, and different browsers, all the while they had to work with height and width parameters set by guidelines.  Not an easy task, but the result was a success. 

Margaret Gould Stewart describes her job as director of product design better than I could describe it myself, she says there is a “never-ending thrill of being a part of something that is so big you can hardly get your head around it, and the promise that it just might change the world.”  Take a look at her TED Talk for more on this topic.