Black Friday shoppers set a new record for online spending this year, according to Adobe Analytics. The research firm said that consumers spent a total of $9.03 billion online on Black Friday, up 2.3% from last year. The average order value was $138.15, up 4.1% from last year..
Adobe Analytics also found that mobile devices played a major role in Black Friday shopping this year. Smartphones accounted for 49.1% of all online sales, up from 46.1% last year. Tablets accounted for 10.7% of all online sales, up from 9.7% last year..
Some of the most popular items purchased online on Black Friday this year included toys, electronics, and apparel. Adobe Analytics said that sales of toys increased by 28% year-over-year, sales of electronics increased by 20%, and sales of apparel increased by 16%..
Black Friday is traditionally the busiest shopping day of the year in the United States. However, the COVID-19 pandemic has led to a shift towards online shopping this year. Many consumers are avoiding in-store shopping due to concerns about the virus..
Adobe Analytics said that it expects online spending to continue to grow in the coming weeks, as consumers finish their holiday shopping. The firm predicts that online sales will reach a record $12.8 billion on Cyber Monday, the Monday after Black Friday..
Here are some additional highlights from Adobe Analytics’ Black Friday report:.
* Online sales on Black Friday were up 21.6% compared to the average day in November..
* The top five states for online spending on Black Friday were California, Texas, New York, Florida, and Pennsylvania..
* The top five cities for online spending on Black Friday were New York City, Los Angeles, Chicago, Houston, and Philadelphia..
* The most popular time to shop online on Black Friday was between 11pm and 12am CST..
Adobe Analytics’ Black Friday report is based on data from 80 of the top 100 U.S. online retailers. The firm said that its data is representative of the overall online shopping market in the United States..
