The 2014 holiday season’s busiest weekend is being dominated by Safari users. Shoppers using the application, which is native to Apple products, have generated the highest purchase conversion rates from email marketing campaigns on both Thanksgiving and Black Friday.

We expect this trend to continue as iPhone and iPad users continue to drive click-to-conversion rate, opening email on their devices and then moving on to purchase. While desktop-based users continue to produce the highest share of conversion and revenue overall among all devices, as mobile commerce continues to rise, Apple devices are clearly headlining the shift.

This post was written by and based on data analysis from Marielle Hanke (Sr. Manager of Analytics) and Steve Wood (Optimization Analyst).