While Black Friday has become a lot calmer in recent years (without the midnight fistfights and endless lines that have become a trademark of the holiday), there’s no denying that the Friday after Thanksgiving has remained one of the busiest shopping days of the year.
This year was no different, with consumers kicking off the start of the holiday shopping season by racking up major deals from retailers. According to Adobe Analytics, the group which tracks transactions from 80 of the top 100 internet retailers in the U.S. like Amazon and Target, sales for this year reached an all-time high.
As reported by CNBC, shoppers racked up a record-breaking $6.22 billion in sales, up 23.6 percent from last year. Though more impressive than the actual sales figures is the manner in which many consumers were shopping this year. Instead of hitting the stores to shop big-ticketed items such as electronics and appliances, many people turned to their phones. Adobe revealed in their report that Black Friday was the first day in history to see more than $2 billion coming from smartphones, with 33.5 percent of Friday’s sales coming from mobile devices, compared to 29.1 percent in 2017.
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This marks a serious shift in the retail landscape with more consumers leaning towards buying online and picking up in-store than ever before. However, we’re not surprised to see this trend emerging given the added ease of being able to shop from the comfort of your home and the ability to forgo any in-store lines. It also doesn’t hurt that many retailers such as Kohl’s and Target have been partaking in the “click-and-collect” option recently, with the hopes that shoppers will be driven to buy more when they arrive to pick up their items.
“Retailers have done their part to build better mobile experiences for consumers and turning nearly 10 percent more smartphone visitors into buyers this Black Friday versus last,” director of Adobe Digital Insights, Taylor Schreiner, said in the report.
Apparently, Black Friday was only the beginning. Adobe is predicting that Cyber Monday sales online will top Black Friday, setting a new record of $7.8 billion, which is up almost 18 percent from last year.
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