This year’s Black Friday mobile sales rose 33 percent over last year to total $1.2 billion, according to Adobe. That marks the first time m-commerce sales exceeded $1 billion in a single day, Adobe highlights.
Overall online Black Friday sales reached a record high of $3.34 billion, 21.6 percent higher than last year, according to Adobe. Online sales actually exceeded $5 billion by day’s end on Black Friday when Thanksgiving Day e-commerce is added in, a 17.7 percent year-over-year (YoY) increase.
Adobe’s study incorporates aggregated, anonymous data from 22.6 billion retail website visits and measures 80 percent of all online transactions from the top 100 U.S. retailers, the company notes. According to the company, $7.50 out of every $10 spent online across the top 500 U.S. retailers passes through Adobe Marketing Cloud.
Black Friday Mobile Sales
Mobile devices drove most Black Friday visits to retail websites, accounting for 55 percent of visits – 45 percent from smartphones and 10 percent from tablets. Mobile devices also accounted for 36 percent of Black Friday sales – 25 percent from smartphones and 11 percent from tablets.
According to Adobe, Thanksgiving weekend mobile sales conversions improved over holiday averages, with that for smartphones coming in at 2.4 percent, tablets 4.6 percent and desktops 5.5 percent. That compares to holiday averages of 1.3, 2.9 and 3.2 percent, respectively. At $142, the average order value for iOS smartphones was higher than the $130 average for Android smartphones.
Large retailers have been experiencing online sales growth twice the rate of small retailers since the beginning of the holiday shopping season, Adobe points out. Average sales and order values among retailers that have invested in mobile, email and social media have been higher than for those who haven’t made that investment by 30 percent and 25 percent, respectively.
Apple iPads, Samsung 4k TVs, the Apple MacBook Air, LG TVs and Microsoft Xbox were the five best selling consumer electronics on Black Friday, according to Adobe.