Black Friday and Cyber Monday – Fraud is Up, Mobile is Down
Wednesday, November 30th, 2011In the hours following the two most-anticipated shopping days of the year — Black Friday and Cyber Monday — we’ve already seen a number of impressive figures that defy earlier modest expectations for the holiday season.
According to the NY Times article, “Cyber Monday Shopping Surpasses Expectations,” both ComScore and IBM Benchmark reported that the $1.3 billion spent by online shoppers represented up to a 33% increase in online sales over last year. This followed record-breaking Black Friday weekend sales of $52.4 billion, which CNN Money reported is a 16% jump over 2010. Either way you cut it, there’s little doubt that retail and online sales over the weekend could make for a very profitable holiday season for merchants.
At iovation, we help our clients know who to trust online, by quickly recognizing their good online customers and isolating the fraudsters through shared device intelligence. By identifying bad actors upfront and flagging suspicious transactions in real-time, we help merchants decline fraudulent orders faster, minimize chargebacks and take more good business with confidence — all especially important during the holiday’s peak traffic.
Looking at iovation’s device reputation network on Black Friday and Cyber Monday, we found some interesting trends and year-over-year comparisons during the two hottest shopping days of the year, including:
- 400% increase in the rate of fraudulent transactions (from 1% to 4%) on Black Friday
- 25% increase in the rate of fraudulent transactions (from 3% to 4%) on Cyber Monday
- 15% greater transaction volume on Cyber Monday compared to Black Friday
- 4% mobile fraud rate on both Black Friday and Cyber Monday
While it was no surprise that credit card fraud, shipping fraud and account takeovers topped the list of fraud types reported to iovation’s database on these days, a noticeable drop in the share of mobile shopping activity was very unexpected.
Despite several industry surveys forecasting significant increases in mobile purchases over the holidays, iovation saw mobile transactions decrease as a share of overall activity on Black Friday and Cyber Monday. While mobile transactions usually account for 5% of queries to iovation’s service, mobile’s share of overall retail transactions dropped to 3.2% on Black Friday and 2.7% on Cyber Monday. At this point any conclusions would be only speculative as to why mobile transactions were down during these peak periods. Are consumers not ready to make purchases over their smartphones? Is the user experience of a smartphone checkout too cumbersome compared to the convenience of a desktop? As retailers look to the mobile market as an increasingly important channel, it will be critical that they solve these issues.





One of the biggest benefits of doing business over the Worldwide Web is increasing revenues with a broader, international audience. While business potential can be limitless over the Internet, unfortunately, so are the risks. Today, online merchants doing business domestically and overseas need to be aware of the various types of shipping and re-shipping scams that fraudsters are perpetrating to steal from unsuspecting companies.



