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November 28, 2016updated 29 Jun 2022 7:30am

Black Friday online sales surpass $3bn

Adobe data shows 55% of buyers shopping on mobiles.

By CBR Staff Writer

Data released by Adobe said online spending on Black Friday and Thanksgiving Day in the US increased by 17.7% to $5.27bn compared to last year’s spending.

Spending on Black Friday was up 21.6% to $3.34bn compared to sales on the same day a year ago, while Thanksgiving accounted for the remaining $1.93bn with 11.5% growth in sales, it said.

US sales recorded on Black Friday have set a new record, surpassing the three-billion-dollar mark for the first time.

Also, Black Friday saw mobile revenue exceeding the one-billion-dollar-mark for the first time in retail space, with sales reaching $1.2bn, up 33% on year-over-year basis.

Lego Creator Sets, electric scooters from Razor, Nerf Guns, DJI Phantom Drones and Barbie Dreamhouse emerged as the top five selling toys.

The five top selling electronic products on Black Friday include Apple iPads, Samsung 4k TVs, Apple MacBook Air, LG TVs and Microsoft Xbox.

Adobe Digital Insights principal analyst and director Tamara Gaffney said: “Shoppers hit the buy button at unprecedented levels as conversion rates were up nearly a full percent across all devices in the evening hours on Black Friday.

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“With the full day total coming in at $3.34 billion, Black Friday may have just dethroned Cyber Monday’s position as the largest online shopping day of the year. Shoppers are still buying at higher than expected levels in the early morning hours of Small Business Saturday.”

A majority of buyers on Black Friday shopped through mobiles, with 45% of them visiting retail websites from smartphones and 10% from tablets.

Retailers, which have invested in mobile, email and social, witnessed 30% more sales on average and 25% higher average order values.

iOS smartphones recorded an higher average order value (AOV) at $142 compared to Android smartphones at $130.

Adone said that the products most likely to run out-of-stock include Nintendo NES Classic, PlayStation VR bundle, PlayStation 4 Call of Duty Black Ops bundle, Beats Solo, Nintendo 3DS XL Solgaleo Lunala Black Edition and Xbox One S Madden NFL 17 Console Bundle for electronics, among others.

Out-of-stock messages decline by 1.5% to 10.5% against the levels seen in 2015.

PlayStation 4 turned out to be the best-selling video game console for the entire season from 1-24 November, followed by Microsoft Xbox One.

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