And mobile revenue increases year over year on Black Friday, as more shoppers turn to their smartphones, a new study finds.

Consumers had no qualms shoveling in turkey with one hand and shopping with the other on Thanksgiving Day, according to a study from live chat provider LivePerson Inc.

The study of 1,000 U.S. consumers conducted after Cyber Monday, or the Monday after Thanksgiving, finds that 6.5% of consumers say they shopped online while at the Thanksgiving table.

The survey also finds that 46.6% of Millennials (consumers 18-34) made a purchase on a smartphone over the Thanksgiving-Cyber Monday weekend (Nov. 24-28), compared with 35.5% consumers ages 35 and older. Those older consumers favored tablets for their mobile shopping, as 30% of consumers 35 and older made a purchase on a tablet during that time period, compared with 19% of Millennials.

Millennials were also more likely to contact customer service during the Thanksgiving weekend, as 29.3% of them did, compared with 22.2% of consumers ages 35 and older, according to the survey.

The survey also finds that 32.3% of consumers shopped on a mobile device after viewing a TV ad on Thanksgiving Day or Black Friday. Black Friday is the Friday after Thanksgiving.


Mobile shopping increased overall through the Thanksgiving weekend, according to other data from e-commerce technology provider Branding Brand. The data is based on 30 million visits to 200 online retailers, including visits from smartphones, desktops and tablets.

Throughout the five days of Thanksgiving weekend though Monday, mobile revenue increased 30% year over year, and desktop increased 6% year over year, according to Branding Brand client data.

The vendor’s clients also generated 31% more revenue on Black Friday than on Cyber Monday on smartphones, and Black Friday smartphone sales increased 84% year over year, Branding Brand says.

This data correlates with a consumer survey Branding Brand conducted online on Nov. 29 of 1,000 U.S. consumers ages 18 to 44. That survey finds 56% of consumers purchased a gift online on Black Friday, 50% did on Cyber Monday and 30% on Thanksgiving Day.

The biggest problem consumers had shopping during the weekend was out- of stock products, as 53% of consumers say this was a problem, followed by slow loading websites at 37%.


Consumers also still have plenty of holiday dollars left to spend, the study finds, as 70% of shoppers bought less than half of the gifts they needed to buy during the Thanksgiving weekend. A quarter purchased between 51-99% of the gifts they need to and 5% purchased all of the gifts the need to, according to the survey.

The survey also finds:

  • 31% of consumers say they used buy online, pick up in store to purchase gifts between Nov. 24 and 28.
  • 50% of consumers say they used an app to buy gifts during the Thanksgiving weekend.
  • 18% of consumers say they will return a purchase they made during the Thanksgiving weekend.
  • 31% of consumers say they look for gift ideas on social media network Facebook, and 15% say they do so on Pinterest.