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Individuals have not only been indulging in Thanksgiving feasts but also feeding their online shopping appetites over the holiday weekend. According to Adobe Analytics, Black Friday online sales are projected to break previous records, with estimates ranging from $10.7 billion to $11 billion this year.
The data from Adobe Analytics reveals that online shopping expenditures have surged by over 8% compared to the previous year as of Friday evening. This momentum follows the record-breaking online sales seen on Thanksgiving Day, with consumers spending a staggering $6.1 billion online, marking a nearly 9% increase from the previous year.
So, what exactly are people buying this Black Friday? The surge in online spending is largely driven by steep discounts, particularly on toys which are being offered at over 27% off their original prices. Adobe reports a significant uptick in Black Friday online transactions for toys, with a whopping 178% increase compared to an average day in October.
In addition to toys, other popular items flying off the digital shelves this Black Friday include “Wicked” toys, Bluetooth speakers, TVs, patio heaters, air fryers, and cosmetics and skincare sets. The demand for these products is reflective of consumers’ preferences for both entertainment and practicality.
Another interesting trend observed by Adobe is the increasing prevalence of online shopping on mobile devices. On Black Friday, mobile devices accounted for more than half of all online sales, representing a notable 57.6%. This marks a slight uptick from the 55.5% reported in the previous year, indicating a continued shift towards mobile shopping convenience.
The surge in Black Friday online sales is not only a testament to the popularity of e-commerce but also reflects the changing landscape of retail. With the ongoing COVID-19 pandemic driving consumers to prioritize safety and convenience in their shopping experiences, online shopping has emerged as a preferred choice for many.
As retailers and online platforms continue to offer attractive deals and discounts, it’s no surprise that Black Friday sales are shattering records year after year. Whether it’s scoring the perfect holiday gift or snagging a great deal on household essentials, consumers are embracing the convenience and savings offered by online shopping this holiday season.
