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Thanksgiving Day and Black Friday Saw Record Online Sales of Over $1 Billion

Nov 30 2013, 8:39am CST | by , in News | Black Friday

Thanksgiving Day and Black Friday Saw Record Online Sales of Over $1 Billion
Image Credit: Adobe

Mobile shopping sets showed an all-time high record of online sales this year on Thanksgiving Day and Black Friday. Collectively on both dual-billion dollar days, mobile devices drove more than 24.2% of online sales for the first time with record YoY increases of 118%. Thanksgiving Day e-commerce hit $1.062 billion in online sales and saw an 18% increase year-over-year. Black Friday online sales also reached $1.93 million with a 39% increase year-over-year.

Adobe has released its 2013 online shopping data. Record online sales of 1.062 billion and 1.93 billion have been generated on Thanksgiving Day and Black Friday respectively. And mobile devices produced an all-time high of online sales on both dual-billion dollar days. Smart phones and tablets drove more than 24.2 percent record online sales on Thanksgiving Day and Black Friday. This is the first time that mobile devices drove such huge traffic numbers. Mobile shopping saw a record increase of 118 percent year-over-year (YoY). Tablets and smart phones drove 15.6 percent and 8.6 percent of mobile driven sales.

A huge amount of online sales came through Apple devices. More than $543 million dollars of online sales drove through iOS devices. And iPad is the topmost device with a 77 percent share. $417 million online sales were generated through iPads. And iPhones drove over $126 million online sales. Android devices just got a minor 4.9 percent share of mobile driven online sales. Only $148 million online sales got transacted through Android devices. $106 million were generated through Android phones and $42 million via Android tablets.

“Online shopping data shows that consumers took full advantage of their mobile devices to shop on Thanksgiving Day and ‘omnishop’ while in stores on Black Friday,” said Tamara Gaffney, principal analyst, Adobe Digital Index, Adobe. “In an attempt to play every angle possible, retailers poured money into new mobile capabilities by adding Wi-Fi to key stores, expanding mobile app offerings, and optimizing websites for easier transactions from small screens. The results were record online sales driven by tablets and smart phones this year.”

Amazon, iPad, NFL and Sony's PS 4 generated strong social media traffic on Thanksgiving Day and Black Friday. Amazon was the topmost reference retailer with nearly 450,000 posts. Walmart took second place with a similar number of posts. Playstation 4 generated more than 300,000 mentions. Sony's PS4 generated almost three times more social media traffic on Facebook, Twitter, Tumblr, YouTube and other social media sites than Microsoft’s Xbox One.

On Black Friday 2013, online shopping peaked between 11 a.m. and noon ET. More than $150 million online sales were generated in one hour. The top five states that generated the highest revenue per visitor (RPV) include: Wyoming, Vermont, South Dakota, North Dakota and Alaska.“Brick-and-Click” retailers outsold their “Online-Only” competitors this year by a 3:1 ratio. The top selling items on Thanksgiving and Black Friday were toys, sporting goods and jewelry.

Adobe has done this analysis on the basis of data collected by nearly 400 million visits to more than 2000 U.S. retailers’ websites on Thanksgiving Day and Black Friday. In fact, the top 500 US retailers generate more than 70 percent of their online sales using Adobe Analytics. 

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