Black Friday Online Sales Set a New Record this Year

Last Friday was Black Friday and this time e-commerce transactions have set a whole new record by exceeding $5 billion ($5.27 billion) in online retail sales, up 11.4 percent from last year’s. This is the first time sales have cross the $3 billion mark. According to a report by Adobe, the mobile devices contributed for a whooping $1.2 billion to the $5 billion record that day, with 55 percent of site visits via mobile. All in all, online sales beat store traffic.

Retailers such as Amazon and eBay had a lot of sales through mobile traffic. Amazon reported that the mobile orders that day topped Cyber Monday last year, and Walmart reported that over 70 percent of website traffic was through mobile. Target reported 60 percent sales through mobile that Friday. According to the report, mobile overall accounted for 36 percent of sales, with 25 percent of traffic from smartphones and 11 percent from tablets. Clearly, efforts to optimize mobile experience seem to pay off really well! Retailers who have invested in mobile and media marketing saw a 30 percent increase in sales on average and a 25 percent increase in average order values.

“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 $3.34 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.”

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