POST Online Media Lite Edition


Black Friday online shopping surpasses $3 billion first time ever

Staff Writer |
Online sales on Black Friday will reach $3.05 billion, up 11.3% on last year, and surpassing the $3 billion mark for the first time, according to Adobe Digital Index.

Article continues below

This is an increase of nearly a $1 billion from just two years ago. More than one-third or $1 billion of Black Friday shopping will be done on mobile devices like a smartphone or tablet, while the rest will be done on computers.

Thanksgiving Day totaled $1.93 billion in sales, up 11.5% on last year, slightly lower than the $2 billion anticipated. This was due to heavy discounting in the early hours of the holiday season and higher than expected online revenue on Wednesday.

Sales on Wednesday totaled $1.57 billion, up 19% on 2015, $92 million more than Adobe estimates, which also contributed to less revenue on Thanksgiving.

Adobe’s latest insights are based on aggregated and anonymous data from 22 billion visits to retail websites, and claims to measure 80% of all online transactions from the top 100 U.S. retailers, the equivalent of $7.50 of every $10 spent with the top 500 retailers goes through Adobe Marketing Cloud.

The average order value on Apple’s iOS devices ($144) outperforms Android devices ($119), the study based on actual transactions found.

What to read next

Online shoppers spent 17% more with PCs than mobile
£1bn to be spent by UK online shoppers this Black Friday
Online shopping destroys customer engagement