Black Friday 2015 online sales are not growing as much as Thanksgiving Day online sales according to brand new data from Adobe.
Black Friday 2015 is history. Adobe has now released their final numbers of the Black Friday 2015 online sales volume. As reported, online sales on Thanksgiving Day reached $500 million by 11am on Thanksgiving Day. The overall online sales on Thanksgiving Day reached $1.73 billion.
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On Black Friday, Nov. 27, consumers spent $822 million between midnight and 11 am ET. Overall Black Friday 2015 closed with reach $2.72 billion in total online sales, which is a 14% increase year-over-year.
Thanksgiving Day online sales grew more year-over-year, with 25%.
The combined sales volume of Thanksgiving Day and Black Friday comes out ot $4.45 billion. This is the target to beat for the upcoming Cyber Monday 2015 sale, which is also a 2-Day sales event kicking off Sunday. Cyber Monday reached $2.64 billion in online sales last year.
Thanksgiving Day is slower than expected catching up to Black Friday in online sales. Most Black Friday sales began online on Thanksgiving Day, making Black Friday a day two. Amazon countered that day 2 stigma, by releasing the hottest TV deals on Black Friday. Amazon managed to keep shoppers attention over the full two days.
The five best selling electronic products on Black Friday were Samsung 4K TVs, Apple iPad Air2, Microsoft Xbox One, Apple iPad Mini and Sony PS4. The five most popular toys were Lego Dimensions, Shopkin dolls, Lego Star Wars, Barbie Dream House and Lego Friends. Online doorbuster deals - products with limited quantity and available for a limited time - accounted for 40 percent of all online sales.
While mobile shopping saw strong growth with a 34 percent share of sales, the role of tablets continued to decline. Tablets drove 15 percent of sales on Black Friday, a two percent decrease YoY. Smartphones generated a record 22 percent share of sales, 70 percent more than in 2014. iPhone and iPad continued to drive the majority of mobile sales with 67 and 84 percent respectively. Products sold online saw an average discount of 24 percent. Social media and display ads were the hidden gems for the highest online discounts, but less than three percent of consumers took advantage of them on Black Friday.
Adobe’s report is based on aggregated and anonymous data from 150 million visits to 4,500 retail websites and uses its proven predictive model to predict the remaining hours of Black Friday. Adobe measures 80 percent of all online transactions from the top 100 U.S. retailers, more than any other technology company.* Seven dollars and fifty cents out of every ten dollars spent online with the top 500 U.S. retailers go through Adobe Marketing Cloud. The tremendous volume of data puts Adobe in the unique position to deliver highly accurate, census-based online sales totals, pricing and product availability trends.
“US consumers have turned into digital shopping ninjas this holiday season as retailers continue to adjust to a huge influx of smartphone shoppers,” said Tamara Gaffney, principal analyst, Adobe Digital Index. “Heading into Cyber Monday, online only retailers will take center stage and we are still calling for Cyber Monday to be the largest online day of the year, breaking the $3 billion mark and representing twelve percent YoY growth.”
Black Friday 2015:
Total Spend: Consumers will spend $2.72 billion online by the end of the day, 14 percent more than in 2014. The average order value was $141, a two percent decrease YoY.
Out-of-stock Items: The five products most likely to run out-of-stock soon are Amazon Fire 7” 8GB, Beats Solo on-Ear Headphones (Red), NBA 2k16 Game for Sony PS4, Pie Face Game, and The Force Awakens 6” figure.
Discounts: Shoppers saw average discounts of 24 percent and turned to smaller discounts promoted on shopper helper and review sites like RetailMeNot and CNET (34 percent share of online sales), followed by search ads (27 percent share) and direct sales (21 percent share).
Mobile Share: On Black Friday, mobile devices drove 53 percent of shopping visits (40 percent smartphones, 13 percent tablets) resulting in 583 million in sales. Android phones generated 33 percent of smartphone sales.
Thanksgiving Day 2015:
Total Spend: Consumers spent $1.73 billion, 25 percent more than in 2014. The average order value was $162.00, a nine percent increase YoY.
Top Products and Inventory: Top sellers included Samsung 4K TVs, Apple iPad Air 2, Microsoft Xbox One, Lego Dimensions, Barbie Dream House and Lego Creative Box. Out-of-stock incidents were 600 percent higher than normal for electronics and 300 percent higher than normal for toys.
Mobile Share: For the first time, mobile exceeded desktop shopping visits at 57 percent (43 percent smartphones, 14 percent tablets), while driving 37 percent of online sales (22 percent smartphones, 15 percent tablets). Mobile generated over $639 million in sales, a new record.
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Adobe's numbers are based on aggregated and anonymous data from more than 150 million visits to 4,500 retail websites and uses its predictive model to predict the remaining hours of Black Friday. Adobe measures 80 percent of all online transactions from the top 100 U.S. retailers, more than any other technology company.