Overall online sales on Black Friday jumped 19.4 percent to $7.4 billion, the second-largest Internet shopping day ever, according to data compiled by Adobe Analytics. The $7.4 billion marked the biggest sales day ever for Black Friday and trailed only last year’s Cyber Monday’s $7.9 billion for the number 1 spot of all-time in online revenue, according to Adobe’s data.
The average order value per consumer, at $168, was up nearly 6% year-over-year and also set a new Black Friday record. Adobe Analytics measures transactions from 80 of the top 100 U.S. online retailers.
“Despite earlier and deeper discounts, Black Friday remained a day when shoppers came online looking for and finding even better offers,” wrote Adobe in a statemen
The gains on Black Friday were driven by mobile as 39 percent of all online sales came from smartphones on Black Friday, a 21 percent increase year-over-year.
At the same time, 61 percent of online traffic on the day came from smartphones, up 15.8 percent. Adobe believes that at the store level, smartphone use is boosting BOPIS, which was found to jump 43.2 percent on Black Friday
“Small Business Saturday” sales are on pace to surpass $3 billion for the day, said Adobe. Bigger screens and more intuitive apps and mobile websites are believed to be helping smartphone users browse and pay.
“With Christmas now rapidly approaching, consumers increasingly jumped on their phones rather than standing in line,” said Taylor Schreiner, principal analyst and head of Adobe Digital Insights, in a statement. “Even when shoppers went to stores, they were now buying nearly 41% more online before going to the store to pick up.”
On Friday, Adobe reported that Thanksgiving’s online spending grew 14.5 percent with 45 percent coming from mobile. Some of the most popular purchased items include Disney’s “Frozen 2” toys, video games such as FIFA 20 and Madden 20, and electronics such as Apple Airpods and Samsung TVs.
Adobe also said Small Business Saturday set a record with $3.6 billion in online sales, up 18 percent year over year. Smartphone revenue made up 41.2 percent of all e-commerce revenue on Saturday, up 22 percent from a year ago. Saturday’s top-selling products included toys from Disney’s “Frozen 2,” “Madden 20” and “FIFA 20” video games, Amazon’s Fire TV and Apple AirPods.
“Small Business Saturday posted a record breaking $3.6 billion dollars that was fueled by strong gains from both large and small retailers alike,” said Vivek Pandya, lead analyst at Adobe. “The weekend between Black Friday and Cyber Monday is emerging as a truly lucrative period for online commerce. With a projected $7.6 billion generated over Small Business Saturday and Super Sunday, consumers are taking advantage of post-Black Friday deals and are accelerating spend in the run-up to Cyber Monday.”
Adobe reported that holiday season online sales are on track to grow 14.9 percent from 2018.
Cyber Monday could set a new online sales record of $9.4 billion, predicts Adobe Analytics. That would be an 18.9 percent increase from last year
