Amid Pandemic, Black Friday Sales Boom Online
Black Friday saw consumers opt for shopping on their phones and laptops rather than venture out to brick-and-mortar stores. Online sales on Black Friday hit a new record, with consumers spending $9.0 billion, an increase of 21.6 percent year-over-year (YoY), according to Adobe Analytics data. Black Friday 2020 represents the second largest online spending day in U.S. history, coming in behind Cyber Monday 2019.
And the e-commerce activity won't be slowing down today, Cyber Monday. Adobe expects Cyber Monday 2020 to become the largest online sales day in U.S. history, with spending predicted to be between $10.8 billion (15 percent YoY growth) and $12.7 billion (35 percent YoY growth).
Here's additional data from Black Friday, as reported by Adobe Analytics:
- U.S. consumers spent $6.3 million per minute shopping online on Black Friday, or $27.50 on average per person.
- Transactions via smartphones increased 25.3 percent YoY, reaching 40 percent of the total online spend.
- In-store and curbside pickup increased 52 percent on Black Friday YoY, as many consumers looked to avoid in-store shopping.
“We are seeing strong growth as consumers continue to move shopping from offline to online this year," Taylor Schreiner, director, Adobe Digital Insights, said in an email sent to Total Retail. "New consoles, phones, smart devices and TVs that are traditional Black Friday purchases are sharing online shopping cart space this year with unorthodox Black Friday purchases such as groceries, clothes and alcohol, that would previously have been purchased in-store.”