Black Friday online spending hits $10.8B, fueled by discounts and mobile shopping

US shoppers spent a record $10.8 billion online this Black Friday, marking a 10.2% year-over-year increase, according to Adobe Analytics.

As the official kickoff to the holiday shopping season, Black Friday showcased the growing dominance of e-commerce, with consumers flocking to mobile devices and desktops to snag deals on everything from electronics to beauty products.

The surge highlights the shift in consumer behavior, with traditional brick-and-mortar retailers facing stiff competition from e-commerce giants like Amazon and Walmart.

Adobe Analytics, which monitors more than 1 trillion visits to US retail sites, reported a notable jump in online spending compared to previous years.

In 2023, online Black Friday sales reached $9.8 billion, up from $9.1 billion in 2022.

The upward trend reflects consumers’ increasing reliance on digital platforms, particularly during high-discount events like Black Friday.

E-commerce leaders benefit from the boom

Amazon and Walmart, two of the biggest players in the US e-commerce landscape, are well-positioned to capitalize on the digital shopping frenzy.

Walmart, which operates 4,700 stores nationwide, has significantly expanded its store-to-home delivery options to cater to online shoppers.

These investments aim to capture a larger share of the lucrative holiday season.

Meanwhile, Adobe’s data revealed that shoppers favored mobile devices for their purchases, a trend that aligns with the convenience of shopping from home or on the go.

Corey Coscioni, a 58-year-old shopper, noted he was hunting for gifts for his family both online and in-store, underscoring the hybrid shopping approach many consumers now adopt.

What’s hot and what’s not

This year’s top-selling online products reflected diverse consumer interests.

Makeup, skincare, and haircare products led the charge, alongside Bluetooth speakers and espresso machines.

Toys saw a staggering 622% increase in online sales compared to average daily sales in October, while jewelry sales rose 561%, and appliances spiked 476%.

These statistics emphasize the variety of products consumers sought during Black Friday, driven by deep discounts and aggressive marketing campaigns.

Salesforce reports differing numbers

Salesforce, a cloud-based software firm, offered a separate analysis, estimating US Black Friday online sales at $17.5 billion, a 7% rise from the previous year.

Salesforce’s data, based on traffic patterns from thousands of online retailers, also highlighted strong sales in home appliances and furniture, reflecting a broader consumer focus on practical, big-ticket items.

The significant growth in Black Friday online spending sets the stage for a robust holiday shopping season, with retailers competing fiercely for consumer dollars.

As Cyber Monday approaches, e-commerce platforms are expected to see another surge in sales, further cementing the role of online shopping in modern retail.

With Black Friday establishing itself as a digital powerhouse, the focus for retailers will likely remain on enhancing user experience, offering attractive discounts, and refining delivery logistics to meet growing consumer expectations.

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