Adobe: Black Friday Ecommerce Sales Just Miss $2 Billion

Nov 30, 2013 7:48 AM  By

black-friday-300Ecommerce sales reached $1.93 billion on Black Friday, an increase of 39% over Black Friday 2012, according to the Adobe Digital Index 2013 online shopping data.

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As reported yesterday by Multichannel Merchant, the index showed ecommerce sales topped the $1 billion mark on Thanksgiving Day for the first time ever.

“Online shopping data shows that consumers took full advantage of their mobile devices to shop on Thanksgiving Day and omnishop while in stores on Black Friday,” said Tamara Gaffney, principal analyst, Adobe Digital Index, Adobe. “In an attempt to play every angle possible, retailers poured money into new mobile capabilities by adding Wi-Fi to key stores, expanding mobile app offerings, and optimizing websites for easier transactions from small screens. The results were record online sales driven by tablets and smartphones this year.”

Retailers generated 24.2% of online sales via smartphones and tablets on Thanksgiving Day and Black Friday, a new record. 15.6% of mobile driven sales came from tablets, 8.6% from smartphones. iPads drove the vast majority of online sales with $417 million while iPhones were responsible for $126 million. In comparison, Android-based phones generated $106 million, Android-based tablets $42 million in online sales on Thanksgiving and Black Friday.

Online shopping peaked between 11 a.m. and noon ET on Black Friday helping retailers generate more than $150 million in one hour. The top five states with the highest revenue per visitor (RPV) were Wyoming, Vermont, South Dakota, North Dakota and Alaska, where online shopping offers the best access to major Black Friday deals.

Traditional “brick-and-click” retailers were outselling their “online-only” competitors so far this year, at nearly a three-to-one ratio. Average basket sizes decreased by one percent to an average revenue per basket of $139.

The analysis is based on 400 million visits to more than 2,000 U.S. retail websites