Black Friday Sets New Records, More Consumers Go Mobile

According to separate research from Adobe and the National Retail Federation, Black Friday set new records for e-commerce with online sales surpassing $3 billion for the first time, while also marking the first day in U.S. retail history to experience more than $1 billion in sales made from mobile devices. Adobe reports $3.34 billion in total online sales, a 21.6 percent jump over last year, with mobile accounting for $1.2 billion, a 33 percent increase. And shoppers were thrifty this time around. While the NRF found that the number of shoppers increased over the weekend compared to 2015, average consumer spending dropped 3.5 percent, including online and offline purchases.

“Over one-third of shoppers said 100 percent of their purchases were on sale,” said NRF chief executive Matthew Shay.

“The weekend was characterized by heavy markdowns and a shift toward e-commerce, meaning there were smaller crowds at the mall,” reports Bloomberg. “Forty-four percent of consumers did their shopping online, compared with 40 percent at brick-and-mortar stores.”

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During Thanksgiving Day and Black Friday, notes TechCrunch, retailers including “Amazon, Walmart, Target and eBay noted that mobile traffic and sales were on the rise. Amazon said that mobile orders on Thanksgiving topped Cyber Monday last year, for example, while Walmart said that over 70 percent of website traffic on Thanksgiving was mobile. Target said that 60 percent of Thanksgiving sales were from mobile devices.”

Adobe indicates the top-selling electronics on Black Friday this year were the Apple iPad, Samsung 4K TV, Apple Macbook Air, LG TV and Microsoft Xbox. DJI Phantom led drone sales, while the most popular toys included Lego Creator sets, Razor scooters, Nerf Guns and the Barbie Dreamhouse.

According to the Adobe release, “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.”

And while the official tally for yesterday is not yet available, Reuters reports that “U.S. online sales gained momentum on Cyber Monday and are set to surpass initial expectations by hitting a record $3.39 billion as consumers snapped up deals on the busiest day of the year for Internet shopping.” However, the rate of growth is expected to be lower than those experienced on Thanksgiving and Black Friday.

Related:
Mobile Looms Larger With Holiday Shoppers, The Wall Street Journal, 11/27/16
Buying Stuff On Your Phone Still Sucks. Here’s Why, CNET, 11/28/16