Thanksgiving misses $2 billion milestone.
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Black Friday 2016 turned out to be a winner for online retailer. The prospect of a Trump Presidency has not slowed down consumer spending in any way.
Adobe today released its 2016 online shopping data for Black Friday and Thanksgiving Day. Close to $5 Billion ($4.98 billion) is expected to be spent online by the end of the day, an 11.4 percent increase year-over-year (YoY).
Black Friday will set a new record by surpassing the three billion dollar mark for the first time at $3.05 billion (11.3 percent growth YoY) while Thanksgiving accounted for the remaining $1.93 Billion.
Black Friday is on track to be the first day in retail history to drive over one billion dollars in mobile revenue at $1.13 Billion, a 25 percent growth YoY.
The five best selling toys were Lego Creator Sets, electric scooters from Razor, Nerf Guns, DJI Phantom Drones and Barbie Dreamhouse. The five top selling electronic products on Black Friday were Apple iPads, Samsung 4k TVs, Apple Macbook Air, LG TVs and Microsoft Xbox.
Mobile is driving the majority of visits to retail websites on Black Friday at 56 percent (47 percent coming from smartphones, 9 percent from tablets), while accounting for 40 percent of sales (29 percent smartphones, eleven percent tablets) for a total of $680 Million as of 3PM ET. Large retailers** have seen twice the growth in online sales compared to small retailers since the beginning of the season. Retailers that have invested in mobile, email and social have seen 30 percent more sales on average and 25 percent higher average order values.
Adobe’s Black Friday report is based on aggregated and anonymous data from 22 billion visits to retail websites and uses its proven predictive model to forecast 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 10 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.
“The negative impact on online shopping we saw following the election has not been fully made up, but consumers are back online and shopping,” said Tamara Gaffney, principal analyst and director, Adobe Digital Insights. “As spending ramps up on Black Friday, we are back on track. We still expect Cyber Monday to surpass Black Friday and become the largest online sales day in history with $3.36 Billion.”
Additional findings for Black Friday:
Mobile performance: Conversions improved over holiday averages, with smartphones at 1.9 percent, tablets at 3.7 percent and desktops at 4.0 percent (compared to holiday averages of 1.3, 2.9, and 3.2 percent, respectively). The average order value (AOV) on iOS devices ($144) was higher compared to Android devices ($136).
Out-of-stock items: The products most likely to run out-of-stock include Nintendo NES Classic, PlayStation VR bundle, PlayStation 4 Call of Duty Black Ops bundle and Beats Solo for electronics, in addition to Hatchimals, Razor Hovertrack 2.0 and Kurios Smartwatches for toys. Out-of-stock messages are at eleven percent, on par with levels seen in 2015 and 2.4 percent higher than on Thanksgiving Day (8.6 percent). Products under $300 are 20 percent more likely to be out-of-stock.
Most popular products of the season: For the entire season so far (November 1 – 24), PlayStation 4 is the best selling video game console, followed by Microsoft Xbox One. Pokémon Sun and Moon leads in video games, followed by Call of Duty. Samsung 4K TVs lead in televisions, followed by Vizio 4K TVs.
Discounts: The highest price drops were seen for tablets (average discount of 25.4 percent), televisions (22.2 percent), toys (15.1 percent) and computers (11.4 percent). Video game consoles are sold for higher prices (3.6 percent) than last year.
Top promotion drivers: Retailers are seeing an increase in sales coming through Shopper Helper Sites like RetailMeNot and CNET (20.1 percent share of sales), email (16.7 percent), display (1.8 percent) and social (1.3 percent). Traffic coming from Search ads (36.5 percent) has decreased by 8.8 percent from holiday averages while direct traffic (23.6 percent) has decreased by 15.7 percent, although both remain the largest contributors to overall sales.
Thanksgiving Day: Consumers spent $1.93 billion, 11.5 percent more than in 2015, with an average order value that was relatively flat at $160, compared to $162 in 2015. Mobile accounted for 57 percent of visits and 40 percent of sales ($771 Million). Smartphones drove twice as many sales as tablets, at 27 percent and 13 percent, respectively.
Black Friday is now taking place in all stores and online. Amazon.com is increasing the deal pace and will release the announced Black Friday TV deals. The Amazon Black Friday Deals Tracker features the latest deals on sale. The Amazon Black Friday 2016 sale is the biggest sale to find Black Friday deals.
Target, Best Buy and Samsclub.com continue to offer Black Friday deals. Find all sales in this list of live Black Friday sales. The Black Friday Deals Tracker helps deal hunters to quickly find the Black Friday 2016 deals on sale right now online.
The Top 100 Black Friday 2016 Deals show all deals that everybody is talking about this year. The list features the Black Friday deals that Black Friday deal hunters can be proud of to have scored when Black Friday is over.
Timing is everything in scoring the best Black Friday 2016. Check the Black Friday 2016 Deals Tracker on a regular basis. To not miss a Black Friday deal, sign up our Twitter feed, where we notify followers about every hot Black Friday deal.
There are several special Black Friday events coming up starting Friday Nov. 18 and ending when Cyber Monday sales begin. The Black Friday 2016 Online Sale schedule gives a quick overview which sales are coming up. The Black Friday 2016 Store Hour Schedule helps Black Friday shoppers to plan their trip to the mall. The store opening times are important to find when it is time to line-up for Black Friday doorbuster deals.
The big five Black Friday 2016 ads are released along with over 75 Black Friday 2016 Ads. Amazon, Walmart, Target and Best Buy published their highly anticipated Black Friday 2016 ads. We have compiled everything you need to know about Black Friday 2016 in our Black Friday 2016 guide. Read the latest Black Friday 2016 news.