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BizReport : Ecommerce : November 28, 2016


Reports: Black Friday a mobile success

Numbers are in and it appears that, once more, Black Friday was a shopping success. There was one change this year - mobile spending topped the billion dollar mark.

by Kristina Knight

Adobe Digital Insights has released their Black Friday numbers, and among the key findings are that more than $5 was spent online between Thanksgiving Day and Black Friday, with $1.2 spent via mobile devices on Black Friday alone. The overall Thanksgiving/Black Friday spend numbers are a 17% increase YoY, with Black Friday surpassing the $3 billion mark for the firs time ever.

"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," said Tamara Gaffney, principal analyst and director, Adobe Digital Insights. "With the full day total coming in at $3.34B Black Friday may have just dethroned Cyber Monday's position as 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."

Meanwhile, data out from HookLogic shows purchasers increased just over 15% across the major retail sites, with the average Black Friday shopping cart totaling 3 products at a value of $150. Interestingly, the mobile cart numbers were virtually the same as ecommerce carts, but the mobile cart value averaged $125 vs. the $150 average of ecommerce carts.

"We're excited for our brand and retail partners this holiday season as they again see significant online and mobile sales lifts," said HookLogic Co-founder and CEO Jonathan Opdyke. "This year, we believe the fact that several major retailers closed on Thanksgiving, had a positive impact on ecommerce sales. It also shifted some sales to Black Friday. With the number of ecommerce shoppers increasing by 18.5% and continuing gains expected, retailers appear to be kicking off the largest ecommerce season in history."

Tags: 2016 holiday spending trends, Adobe Digital Insights, ecommerce, ecommerce trends, HookLogic, mobile commerce










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