According to IBM, mobile accounted for 60% of all online traffic on Thanksgiving, up 14.8% from a year ago. Forty percent of Thanksgiving 2015 sales were made on mobile devices, compared to 1/3 of sales in Thanksgiving 2014.

Other Black Friday trends show a changing consumer market

With online shopping and the rise of mobile, consumers don’t physically need to be in stores to get the best Black Friday deals. A recent Retail Dive article highlights other emerging trends already seen in Black Friday 2015:

• Consumers are spreading their holiday spending over the entire holiday season
• Online shopping is growing, while in-store shopping is slowing
• Many websites suffered poor performance during high Black Friday traffic
• ‘Cyber Monday’ appears to be losing steam

Until the commerce department releases official holiday shopping figures in January, these results should be taken with a grain of salt. But it’s becoming increasingly clear that many have underestimated the degree that mobile is transforming the consumer experience.