Mobile Minute

Mobile Minute: 2019 Holiday Shopping Season Shows Tight Race for #1 Mobile Shopping App

Lexi Sydow

Amazon and Walmart lead top US downloads for Black Friday and Cyber Monday

What’s Happening: 

With the official introduction to the holiday shopping season (Black Friday and Cyber Monday) behind us, as predicted, mobile has demonstrated a critical role in holiday shopping. On Cyber Monday, US mobile sales surpassed $3.1 billion — marking the biggest mobile shopping day yet — a $1.3 billion increase from Cyber Monday 2018. From November 1, 2019 through December 2, 2019 mobile drove $33.1 billion, equal to 40% of all online sales in the US — marking a demonstrable shift in consumer behavior. Mobile offers a key channel for retailers to directly connect with consumers and ensure shoppers are able to complete purchases, whether at home or on-the-go, during the tight holiday crunch. 

Why It Matters: 

This year, App Annie’s holiday weekend analysis showed two of the world’s largest retailers were neck and neck for the #1 US mobile shopping app during the busiest shopping season of the year. Early projections showed Walmart was poised to overtake Amazon in the US as the number one shopping app during Black Friday 2019 – with the retailer’s download rankings peaking on Thanksgiving Day, likely in anticipation of Black Friday deals. 

Ultimately, in the US, Walmart was the #1 Shopping app by downloads on Thanksgiving, but Amazon dominated for daily downloads on Black Friday, Saturday, Sunday and Cyber Monday. Both retailers showed strong downloads over the weekend, emphasizing the importance of both online and in-store and the merging of channels to reach the needs of different types of shoppers and where they are in the consumer buying journey.

As shoppers are hungry for deals and cash back promotions — Ebates saw a strong increase in US downloads reaching #4 and #3 by iOS & Google Play Shopping app downloads on Black Friday and Cyber Monday, respectively. 

Go Deeper:

As mobile maturity allows shoppers to seamlessly research and complete purchases during the holiday season, it will be important for retailers to prioritize continuing to engage shoppers both throughout the peak shopping season and into the new year to sustain brand affinity and continued shopping loyalties.

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This post is the latest in a Mobile Minute series that features App Annie’s perspective on how mobile is impacting current events and consumer trends. Check in weekly for our take on the latest news cycles and how mobile transformation is shaping industries around the world.

December 4, 2019

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