Volumes of future marketing analysis will surely be written about this year’s unprecedented holiday shopping season, but for now we’ll have to make do with industry reports that reveal people’s pandemic-era spending habits in dribs and drabs.
The latest drib (or drab?) comes from analytics firm Sensor Tower, whose new dispatch shows a record surge in new downloads of shopping-related mobile apps. Black Friday alone saw more than 2.8 million first-time installs of shopping apps, the largest ever in a single day, according to Sensor Tower’s preliminary estimates. Year-over-year growth, the report says, was about the same as last year at 8%, but it was more substantial when you look at the entire month of November—with 59.2 million shopping app installs compared to 51.7 million for the same period last year.
However, things get even more interesting when you look at the top 10 apps. Amazon may be the largest e-commerce company in terms of market share, but it was edged out by Walmart for first-time app downloads on Black Friday. Amazon saw 106,000 installs on November 27 versus Walmart’s 131,000, Sensor Tower reports.
Here’s how the full list shakes out: