Amazon and Walmart both add roughly 100,000 new app users to their fold on Black Friday.

App downloads surged during the Cyber 5 weekend, with U.S. consumers downloading 10 million retail apps Thanksgiving through Cyber Monday, according to mobile market data vendor App Annie.

The most-downloaded retail-related apps during this five-day stretch, in order, were:

  1. Amazon (No. 1 in the Internet Retailer 2018 Top 500)
  2. Walmart  (No. 3)
  3. Wish (No. 12 in the Internet Retailer 2018 Online Marketplaces)
  4. Target  (No. 17 in the Top 500)
  5. Ebates
  6. OfferUp
  7. eBay(No. 4 in Online Marketplaces)
  8. Letgo
  9. Kohl’s  (No. 18 in the Top 500)
  10. Best Buy  (No. 8)

Walmart and Amazon traded places for the top most-downloaded spot throughout the weekend, with Walmart taking the cake on Thanksgiving and Amazon nabbing the top spot on Black Friday and Cyber Monday, according to App Annie.

Consumers downloaded the most apps on Black Friday, with shoppers downloading 2 million retail apps on Nov. 23, which is a 35% increase in average daily shopping app downloads compared with 90 days prior. On Thanksgiving and Cyber Monday, shoppers downloaded 1.8 million retail apps on each day, and shoppers downloaded more than 4 million retail apps between Saturday and Sunday, according to App Annie.

Lexi Sydow, App Annie’s market insights manager, attributes the strong weekend downloads to retailers extending their Black Friday promotions throughout the weekend.


“Retailers historically have seen a drop in activity on Saturday and Sunday in between Black Friday and Cyber Monday,” Sydow says. “As a result, they could have increased their user acquisition efforts during this time to counteract that.”

Sensor Tower, another app measurement firm, reported similar app download results. Breaking down the downloads by retailer, Amazon added roughly 115,000 app downloads on Black Friday; Walmart added roughly 95,000; Target, 62,000; and Best Buy, 39,000, according to Sensor Tower data.

Between both apps and the mobile web, mobile sales had a stand-out weekend compared with last year.

In terms of sales, smartphone sales on Cyber Monday increased more than 55%, according to Adobe Analytics. Adobe’s data is based on an analysis of more than 1 trillion visits to retail sites in the trailing 12 months. Adobe Analytics measures transactions from 80 of the top 100 U.S. online retailers.


Breaking down Cyber Monday sales be device, mobile devices generated 36% of sales on Cyber Monday, according to Adobe.

Plus, smartphone conversion rates were 2.72% on Black Friday 2018, compared with a 2.46% conversion rate on Black Friday 2017, according to aggregated client data from content delivery network and cloud service provider Akamai Technologies Inc. This 2.72% conversion rate also is nearly a 75% increase from the smartphone conversion rate Nov. 4-10, 2018, which was 1.56%, according to Akamai.

Overall for the holiday season, 45% of U.S. consumers  plan to use their smartphone for holiday shopping, according to a survey of 1,200 U.S. adults by mobile performance measurement vendor RootMetrics.