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#BlackFriday: Set to Become Biggest Mobile Sales Day - Ever

Posted on 11.24.2016

This Black Friday is expected to make both e-commerce and m-commerce history, with Adobe predicting more than $1 billion in mobile sales and more than $3 billion in total online revenue. 

“Early morning Black Friday shopping is off to a strong start," said Tamara Gaffney, principal analyst and director, Adobe Digital Insights. "Mobile visits and purchases continue to surge, and we expect mobile revenue will surpass $1 billion today, marking the largest mobile sales day in history. Heavy discounts will continue and retailers are expected to release more sale items throughout the day. Top products are flying off the shelves and we expect many will become out of stock throughout the day. The total day’s online sales are expected to come in within our prediction of $3.05 billion.”

Early data indicates Black Friday has brought in $490 million so far between midnight and 8:30 a.m. ET. Here are some highlights from Adobe's data: 

Black Friday

• Strong mobile performance continues: Mobile accounts for 57 percent of visits (smartphones: 47 percent; tablets: 10 percent) and 40 percent of sales so far (smartphones: 29 percent; tablets: 11 percent), which is on track with the forecasted mobile performance (57 percent visits, 37 percent sales). Mobile currently totals $196 million in sales. 

Thanksgiving Day

• Sales totals: Thanksgiving Day totaled $1.93 billion at 11.5 percent YoY growth, coming in slightly lower than the $2 billion anticipated. This is due to heavy discounting in the early hours of the holiday slowing revenue growth (lower prices started around 11 a.m. PT) and higher than expected online revenue the day before Thanksgiving. Sales on Wed, Nov 23 totaled $1.57 billion at 19 percent YoY growth, $92 million above our prediction. This accounted for less revenue on Thanksgiving Day. 

• Record mobile performance: $771 million in sales came from mobile devices, a new record. Mobile accounted for 57 percent of visits and 40 percent of purchases (27 percent smartphones, 13 percent tablets). Conversions in the final hours of shopping were strong: Smartphones increased to 1.9 percent, tablets to 3.8 percent; desktop to 4.4 percent. While consumer spending on tablets is up significantly this year, smartphones continued to increase their share in mobile purchases driving more than twice as many sales on Thanksgiving Day (27 percent vs. 22 percent on Thanksgiving in 2015) than tablets (13 percent vs 15 percent in 2015).

Adobe’s latest insights are based on aggregated and anonymous data from 22 billion visits to retail websites.

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