Black Friday online sales set record $6.22B, tracking service reports

By Allen Cone
Shoppers looks for bargains in Manhattan on Black Friday in New York City rather than turning to their phones and computers for online purchases. Photo by John Angelillo/UPI | <a href="/News_Photos/lp/1a0187a92fc2ca897623c20eb4c89473/" target="_blank">License Photo</a>
Shoppers looks for bargains in Manhattan on Black Friday in New York City rather than turning to their phones and computers for online purchases. Photo by John Angelillo/UPI | License Photo

Nov. 24 (UPI) -- Online Black Friday companies racked up a record $6.22 billion in sales, up 23.6 percent from last year, according to Adobe Analytics.

Adobe's data is based on an analysis of more than 1 trillion visits to retail sites and 55 million stock keeping units, or SKUs.


The service, which tracks transactions from 80 of the top 100 internet retailers in the United States, reported 33.5 percent of the sales were via smartphones compared with 29.1 percent from mobile devices in 2017, according to a report by CNBC.

Another tracking service,, found 54 percent of all digital orders on Thanksgiving were made from a mobile device -- the first time the phone sales were more than computers. The phone usage is up from 15 percent as overall digital revenue incresed 18 percent.


"Retailers have done their part to build better mobile experiences for consumers and turning nearly 10 percent more smartphone visitors into buyers this Black Friday versus last," Taylor Schreiner, director of Adobe Digital Insights, said to CNBC.

Also, "click-and-collect" orders -- in which the items are picked up at retailers after ordering online -- were up 73 percent from Thursday to Friday, Adobe said. This option is available for companies that include Target, Kohl's and Walmart.

The average orders were $146, up 8.5 percent year over from last year as people bought big-ticket items, including appliances, furniture and electronics.

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Online sales on Thanksgiving reached $3.7 billion, up 28 percent from last year, according to Adobe. That includes $1 billion from smartphones -- up 8 percent from last year.

Adobe also reported for the first time that online prices on Thanksgiving Day were just as low as on Black Friday.

Adobe is predicting Cyber Monday sales online will reach a record $7.8 billion, up nearly 18 percent from last year.

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During the five days from Thanksgiving through Cyber Monday, will account for 29 percent of U.S. sales, according to Digital Commerce 360. Amazon's Alexa-enabled devices were some of the best-selling items at on Thanksgiving.


U.S. shoppers will spend a record $21.60 billion online during the biggest U.S. shopping weekend of the year, Digital Comerce 360 forecasts.

The online sales have not drastically taken away from business at brick-and-mortar sites.

On Saturday, ShopperTrak found Thanksgiving Day and Black Friday sales had a 1 percent decline compared with last year. That includes a 1.7 percent drop in traffic on Black Friday versus 2017.

"The fact that the combined shopper visits remained almost the same this year compared to the last three years proves that the notion of Black Friday not being popular anymore is a myth," Brian Field, senior director of global retail consulting for ShopperTrak, said to Digital Commerce 360. "Shopping in physical stores during the holidays continues to be an exciting annual event for consumers and based on the Black Friday traffic data, retailers are in for a successful holiday season."

Walmart, the No. 1 retailer in the world, reported in a blog post "traffic was steady all night long" at its stores on Thanksgiving.

The most talked-about retailers were Walmart, Amazon, eBay, Best Buy and Etsy, according to SalesForce.

The most-talked about products were the iPhone, iPad, Kindle, Echo and PlayStation 3, according to the tracking services.


The must-talked about brands? SalesForce said they were Starbucks, Vizio, Nintendo, Nike and Apple.

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