Once again, sales appear to have shifted earlier in the week to Black Friday and over the weekend, but sales growth is still trending above early-Q4 levels as we have passed through to the post-Cyber Monday period. Here are some b2c email list of our other findings on Cyber Week performance across key dates, ad formats, and devices, as well as some considerations for closing out the quarter on a high note: Thanksgiving Day Sales b2c email list Growth Mixed after Strong 2015 After growing 39% Y/Y from 2014 to 2015, Thanksgiving Day sales driven by Google paid search b2c email list rose just 12% between 2015 and 2016. There were a wide range of results, however, with the variability in growth rates from one retailer to the next running about twice as high as on Black Friday or Cyber Monday.
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We saw a similar pattern last year b2c email list and this phenomenon likely reflects the impact of differing promotional strategies from brand to brand. As expected, mobile traffic share peaked on Thanksgiving, hitting 69% of search ad clicks. Phones produced 58% of clicks, up from 42% a year earlier, while tablets produced 11% of clicks, down from 17% in 2015. Mobile sales continued to lag mobile click volume, as phones and tablets combined for 44% of Thanksgiving Day sales. Phone traffic has narrowed the conversion performance gap with desktop traffic though, producing 31% of 2016 sales. Online Sales Continue to Shift to Black Friday Black b2c email list Friday paid search-driven sales grew 34% Y/Y in 2016, a solid improvement from 25% growth between 2014 and 2015.