News

Black Friday sets online record, Thanksgiving no turkey either with holiday sales

December 2, 2019

Black Friday and Thanksgiving were big online shopping days, record-setting in fact, with U.S. consumers spending $7.4 billion online and $4.2 billion respectively — for an $11.6 billion total.

Black Friday sales were the second-largest online sales in history — last year's Cyber Monday spend was $7.9 billion, according to a press release from Adobe Analytics.

Consumer activity did set a record in terms of average order value, which hit $168, a 5.9% spike over last holiday season. The record-setting e-commerce activity came despite a shorter holiday shopping season, according to Adobe.

Mobile shopping hit a new record with $2.9 billion spent via the smartphone. Cyber Monday sales are expected to do the same, with Adobe estimating $9.4 billion to be spent online. Consumers are also embracing BOPIS, which has already grown 43.2% this year, according to Adobe.

Adobe's data is based on the analysis of over a trillion visits to retail sites. The data measures transactions from 80 of the top 100 U.S. online retailers.

"Black Friday broke mobile shopping records with $2.9 billion spent through smartphones alone. With Christmas now rapidly approaching, consumers increasingly jumped on their phones rather than standing in line. Even when shoppers went to stores, they were now buying nearly 41% more online before going to the store to pick up," said Taylor Schreiner, principal analyst and head of Adobe Digital Insights, in the release.