It’s the weekend after Black Friday, and the InfoScout team is busy analyzing millions of receipts to report on where people shopped and what they bought. But what about how consumers paid for those Amazon Fire tablets and Fitbit trackers? With the rise of mobile wallets like Apple Pay, Android Pay, Samsung Pay, and PayPal, we wanted to find out if this Black Friday would be the shot heard round the world for mobile payments.
With 300,000 Americans submitting pictures of receipts through apps on their smartphones, InfoScout can identify exactly what type of devices they’re using, down to the model numbers. This allows us to study transactions made by people who actually have the capability to use mobile payment technologies such as NFC exclusively at stores with compatible point-of-sale (POS) terminals. For Apple Pay, this qualifies owners of the iPhone 6 and above. On the Android side, the device market is far more fragmented, so we limited our study to owners of fairly equivalent devices: the two most recent versions of Google’s Nexus phones, the LG G3 and G4, and the Samsung Galaxy S5 & S6.
We found Apple Pay usage at its lowest rate since we’ve started tracking it, being used for only 2.7% of Apple Pay-eligible transactions. This is a fairly marked decrease from what we saw last year on Black Friday, when iPhone 6 owners used Apple Pay for 4.9% of eligible transactions at participating merchants. Of course, back then the primary owners of Apple Pay-enabled devices were early—and technologically curious—adopters, whereas now the technology is in the hands of the broader population. Below you can see the usage over time in our quarterly Apple Pay tracking reports.
On the Android side of the table, we saw an even lower rate of mobile wallet usage – just 2.0% of eligible transactions. This was our first time investigating mobile wallet usage among Android owners and we were interested to see that of all the mobile wallet options available, it was actually PayPal that came out on top on Black Friday. Since Android Pay and Samsung Pay were both released within the last three months, we may see this picture change as time goes on.
So what was the most common way shoppers paid for their Black Friday bargains? Plastic. This year, 79% of iPhone users and 74% of Android users paid with their credit and debit cards on 2015’s iconic shopping day, and that doesn’t even count the mobile wallet transactions that were funded by credit/debit cards.
After the Apple iPad dominated Black Friday in 2013 and 2014, most pundits predicted another strong holiday season for the tablet. Although the iPad remains near the top of the charts as a best seller once again in 2015, InfoScout’s early read on the top items this year favors ‘throws’, ‘towels’ and the Amazon Fire tablet.
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About the Data
More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. The first 150,000 receipts (151,337 to be exact) reported on Thanksgiving night and Black Friday were analyzed to provide a quick read on this year’s hottest items based on unit sales and dollar sales for each major retailer.
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On Saturday, November 14th, Sam’s Club held its first sale of the holiday shopping season. An early ‘leak‘ of the day’s deals had delighted shoppers taking to online forums to debate which ones were the best. With 4,272 Sam’s Club shopping receipts from Saturday’s sale submitted to InfoScout through our nationally representative panel of over 300,000 Americans, we decided to tally the votes based on which deals shoppers actually bought.
The most outstanding performance goes to Samsung which sold 1.5-times as many TV’s as its nearest competitor: Vizio. Samsung led the charge with a ‘sound bar bundle’ that seemed to resonate a lot with consumers. We’ve previously seen the effectiveness of this ‘bundling’ technique being used for game console sales.
Speaking of bundles and games, the PlayStation 4 bundle with the ‘Uncharted: The Nathan Series Collection’ game sold more than three times as many consoles as the Xbox One bundle which included an extra controller.
Apple’s iPad Air 2 edged HP Notebooks by a 3-to-2 margin within the converging category of laptops and tablets. The iPad Mini, by contrast, barely even registered in comparison.
The real winner here was Sam’s Club which saw a significant increase in shopping trips and gained a 4% in its share of wallet among known Sam’s Club shoppers when compared to the same Saturday one-year ago. To find out if Sam’s Club just shifted sales a bit earlier in the season versus actually increasing their overall share of the Christmas shopping season, stay tuned for our real-time coverage of Black Friday and Cyber Monday.
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Client contact for real-time insights throughout the holiday shopping season: Ben Ahn firstname.lastname@example.org
- Apple products account for 22% of Target’s early sales on Black Friday!
- iPads alone account for 18% of Target’s sales, 10x the sales of all Android tablets combined.
- Top 30 products sold at Target on Black Friday are electronic devices.
Data collected from first 3,000 Target Black Friday shopping receipts submitted by InfoScout panelists.