Adobe Analytics Claims Record $6.22 Billion in Online Sales on Black Friday

In a new report from Adobe Analytics, the company estimated that on Black Friday, U.S. online shoppers spent a record $6.22 billion. That is 23.6 percent jump from a year ago.

The 2018 Black Friday is also the first day in history to see more than $2 billion in sales from smartphones.

Adobe Analytics tracks transactions for 80 of the top 100 internet retailers in the U.S.

The company said 33.5 percent of eCommerce sales on Friday were transacted on mobile devices, compared with 29.1 percent in 2017.

“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.

Thanksgiving Day

The Black Friday numbers follow a similar trend Adobe Analytics reported for Thanksgiving Day.

According to the company’s data, on Thursday online sales totaled $3.7 billion, a jump of 28 percent over a year ago.

eCommerce Build-Up

These staggering sales increases on Thanksgiving Day and Black Friday seem to show that early promotions by online retailers has been working to lure sales.

The strategy for legacy retailers that rely on offline sales has been changing, but it seems this year online retail sales will again surpass expectations.

Many traditional retailers may still end up with a good season, but it is one that had to start earlier and Black Friday may no longer the main attraction.

READ MORE: Has eCommerce Ruined Black Friday?

Increasingly, online commerce is taking over traditional retailer days. This places more pressure on offline retailers to bring foot traffic to their stores throughout the holiday season and even leading up to Thanksgiving.

Over the next few years it will be interesting to follow how this may further evolve and if there will be another major retail meltdown coming in 2019 after this year’s season is over.

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