Online shoppers spent a record-high amount on Thanksgiving Day, surpassing $4 billion for the first time, with “an outsized portion” of it coming from mobile devices, according to Adobe Analytics.
Data is updated in real time to accommodate Adobe Analytics’ forecast for the holiday shopping season from November through December.
Final numbers for Thanksgiving Day online spending are being updated, but Adobe Analytics reported $2.1 billion spent as of 5 p.m. EST. The company is forecasting $7.5 billion (20.5 percent year-over-year growth) for Black Friday and $9.4 billion in sales (19.1 percent increase) for Cyber Monday — another record-breaker.
Vivek Pandya, lead digital analyst at Adobe, called Thanksgiving Day a “major shopping day in the Black Friday week arsenal,” saying that “that shoppers are devoting more time to shopping on Thanksgiving than ever.”
According to the data, Thanksgiving Day shoppers surged into the afternoon with increased average order value (with more time to research their buys earlier in the day and to hunt for deals as dinner plates cleared). Online shoppers also showed strong growth for buy online, pick up in-store options and little damage from Facebook and Instagram outages earlier.
In the days leading up to Thanksgiving Day, shoppers dominated spending on desktop at 60.4 percent, or $32.2 billion; with smartphone next at 34.5 percent, or $18.2 billion, and tablet trailing at 5.1 percent, or $2.6 billion.
The day before Thanksgiving, the top-selling products were Just Dance 2020, Frozen 2, L.O.L. Surprise Dolls, Samsung televisions and Instapots. Compared to an earlier Thanksgiving last year, the year-over-year growth is calculated using an additional week estimated for 2018.
As for the rest of the holiday shopping season? Adobe Analytics continues to reaffirm its full-season forecast of $143.7 billion spent online through December.
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