Black Friday and Thanksgiving: By the numbers


Thanksgiving and Black Friday preliminary online sales numbers have been posted by Adobe Analytics, which is tracking e-commerce transactions for 80 of the top 100 retailers in the U.S. in real-time. According to Adobe Analytics data, Black Friday hit a new record with consumers spending $9.0 billion, an increase of 21.6% over last year. Key items are gaming consoles, video games, Lego sets, Barbie Toys, Hot Wheels, connected technology (Airpods, Apple Watch, Amazon Echo AMZN +0.3%), Samsung TV’s and HP Laptops.


Taylor Schreiner, Director of Adobe Digital Insights stated, “We are seeing strong growth as consumers continue to move shopping from offline to online this year. New consoles, phones, smart devices and TVs that are traditional Black Friday purchases are sharing online shopping cart space this year with unorthodox Black Friday purchases such as groceries, clothes and alcohol, that would previously have been purchased in-store.”


Brick-and-mortar foot traffic data to physical stores have not been announced yet, but here is the digital round-up for Thanksgiving and Black Friday along with key holiday numbers:


$9.03 billion: Black Friday online sales, up from $7.4 billion last year.


$5.1 billion spent on Thanksgiving Day 21.5% over last year.


18.9%: the increase in online sales on the Wednesday before Thanksgiving ($3.47 billion in total spend).


39%: the revenue of online spending driven by smartphones from November 1-27th.


6.82% the conversion percent using laptops and other devices as compared to smartphones at 3.05% on Black Friday.


70%: the projected number of online orders that will have free shipping over Black Friday weekend.


52%: the increase for in-store and curbside pickup on Black Friday compared to last year.


38%: of consumers say they will make a deliberate effort to shop at smaller retailers throughout the holiday season, a trend seen starting on Black Friday and leading into Small Business Saturday (sales 545% higher on Black Friday for smaller retailers, compared to an average day last month).


42%: of holiday online consumer spending has been completed from November 1-27th (predicted holiday online spend from Adobe Analytics is $189 billion).


11/30: the largest online sales day in history, Cyber Monday, according to Adobe which is projecting between $10.8 to $12.7 billion in consumer spending (up 15% and 35% respectively).



Article courtesy of Forbes here


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