In the United States, the Cyber weekend – again – reached new heights. On Black Friday, turnover in the US reached at least 7.4 billion dollars. This is an increase of 1.2 billion dollars.
On average, spendings reached a record high 168 dollar per order, an increase of 5.9% compared to 2018. Popular products involved gadgets and toys with Frozen 2 and Paw Patrol theme. The videogame FIFA 20 and Madden 20 performed weel, just as the Nintendo Switch. Traditionally electronic gadgets such as MacBooks, Airpods and televisions sold well.
Heavy Thanksgiving spendings
Online shoppers spent heavily on Thanksgiving and during the first few hours of Black Friday, with mobile shopping accounting for a major share of e-commerce sales. E-commerce sales on Thanksgiving totalled $4.2 billion, a 14.5% increase over last year, according to Adobe Analytics Insights. It is the first time that Thanksgiving sales surpassed $4 billion dollars. Adobe’s data is based on data estimates from more than 1 trillion visits to more than 4,500 retail sites.
The Adobe results are roughly in line with data from Salesforce.com, which reports that online sales on Thanksgiving grew 17.0% to $4.1 billion. The e-commerce technology vendor says global digital revenue grew 24% to $20 billion. Salesforce bases its information on combined data and holiday insights on the activity of more than half a billion global shoppers across more than 30 countries powered by Commerce Cloud, billions of consumer engagements and millions of public social media conversations through Marketing Cloud and customer service data powered by Service Cloud.
Mobile and social on the rise
Almost 45% (44.9%) of online sales on Thanksgiving came from mobile devices. This is a significant increase (+24.4%) over last year and a 30.5% increase over the holiday season to date (Nov. 1-28), which includes Thanksgiving Day. According to both Adobe and Salesforce, 58 to 60% of all revenue comes from smartphones on Black Friday. That is a total of 2.9 billion dollars.
Salesforce reports that in the early holiday season, brands and retailers enticed shoppers with discounts. Some companies offering their products 60% off merchandise value. Discounts did not end there. Black Friday shoppers scored big digital deals this year, with orders seeing an average discount of 28% off merchandise value, up from 27% on last year’s Black Friday. Salesforce expects shoppers to really profit from good deals during Cyber Monday. It predicted that this would result in the best digital discounts. Cyber Monday capped off a successful Cyber Week with 8 billion dollars in U.S. digital sales, representing a growth rate of 11% since last year. Globally, digital revenue grew by 13% to 30 billion dollars.