Adobe (Nasdaq:ADBE) today released its 2015 online shopping data for Black Friday and Thanksgiving Day. A record $4.45 billion are expected to be spent online by the end of the day - $2.72 billion on Black Friday, 14 percent more than in 2014 and $1.73 billion on Thanksgiving Day, a 25 percent increase year-over-year (YoY). The five best selling electronic products on Black Friday were Samsung 4K TVs, Apple iPad Air 2, Microsoft Xbox One, Apple iPad Mini and Sony PS4. The five most popular toys were Lego Dimensions, Shopkin dolls, Lego Star Wars, Barbie Dream House and Lego Friends. Online doorbuster deals - products with limited quantity and available for a limited time - accounted for 40 percent of all online sales.
While mobile shopping saw strong growth with a 34 percent share of sales, the role of tablets continued to decline. Tablets drove 15 percent of sales on Black Friday, a 2 percent decrease YoY. Smartphones generated a record 22 percent share of sales, 70 percent more than in 2014. iPhones and iPads continued to drive the majority of mobile sales with 67 and 84 percent respectively. Products sold online saw an average discount of 24 percent. Social media and display ads were the hidden gems for the highest online discounts, but less than 3 percent of consumers took advantage of them on Black Friday.
Adobe’s report is based on aggregated and anonymous data from 150 million visits to 4,500 retail websites and uses its proven predictive model to forecast the remaining hours of Black Friday. Adobe measures 80 percent of all online transactions from the top 100 U.S. retailers, more than any other technology company.* Seven dollars and fifty cents out of every 10 dollars spent online with the top 500 U.S. retailers go through Adobe Marketing Cloud. The tremendous volume of data puts Adobe in the unique position to deliver highly accurate, census-based online sales totals, pricing and product availability trends.
“US consumers have turned into digital shopping ninjas this holiday season as retailers continue to adjust to a huge influx of smartphone shoppers,” said Tamara Gaffney, principal analyst, Adobe Digital Index. “Heading into Cyber Monday, online only retailers will take center stage and we are still calling for Cyber Monday to be the largest online day of the year, breaking the $3 billion mark and representing 12 percent YoY growth.”
Additional findings for Black Friday:
- Total Spend: Consumers will spend $2.72 billion online by the end of the day, 14 percent more than in 2014. The average order value was $141, a 2 percent decrease YoY.
- Out-of-stock Items: The five products most likely to run out-of-stock soon are Amazon Fire 7” 8GB, Beats Solo on-Ear Headphones (Red), NBA 2K16 Game for Sony PS4, Pie Face Game, and The Force Awakens 6” figure.
- Discounts: Shoppers saw average discounts of 24 percent and turned to smaller discounts promoted on shopper helper and review sites like RetailMeNot and CNET (34 percent share of online sales), followed by search ads (27 percent share) and direct sales (21 percent share).
- Mobile Share: On Black Friday, mobile devices drove 53 percent of shopping visits (40 percent smartphones, 13 percent tablets) resulting in $583 million in sales. Android phones generated 33 percent of smartphone sales.
- Total Spend: Consumers spent $1.73 billion, 25 percent more than in 2014. The average order value was $162.00, a 9 percent increase YoY.
- Discounts: Discounts increased in the afternoon and evening hours, ending the day at 26 percent on average.
- Top Products and Inventory: Top sellers included Samsung 4K TVs, Apple iPad Air 2, Microsoft Xbox One, Lego Dimensions, Barbie Dream House and Lego Creative Box. Out-of-stock incidents were 600 percent higher than normal for electronics and 300 percent higher than normal for toys.
- Mobile Share: For the first time, mobile exceeded desktop shopping visits at 57 percent (43 percent smartphones, 14 percent tablets), while driving 37 percent of online sales (22 percent smartphones, 15 percent tablets). Mobile generated over $639 million in sales, a new record.
- Adobe Digital Index 2015 Holiday Online Shopping Predictions (Full Report)
- Interactive Infographic: Adobe Digital Index Holiday Spending Report
- Adobe Digital Index 2015 Holiday Shopping Quiz: Are You a Holiday Shopping Maverick?
- CMO.com Article
- Press Release: Adobe Data Shows 76 Percent of Online Holiday Sales Will be Spent on 1 Percent of Product SKUs
- Adobe Digital Index Portal on CMO.com
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