Media Alert: Adobe Data Shows Black Friday Breaks Online Sales Record With $3.34 Billion
November 26 2016 - 12:04PM
Business Wire
$1.2 Billion Spent via Mobile Devices; Top Selling Products
Include Apple iPads, Samsung 4K TVs and Lego Creator Sets
Adobe (Nasdaq:ADBE) today released its 2016 online shopping data
for Black Friday and Thanksgiving Day. More than $5 billion ($5.27
billion) was spent online by the end of Black Friday, a 17.7
percent increase year-over-year (YoY). Black Friday set a new
record by surpassing the three-billion-dollar mark for the first
time at $3.34 billion (21.6 percent growth YoY) while Thanksgiving
accounted for the remaining $1.93 billion. Black Friday became the
first day in retail history to drive over one billion dollars in
mobile revenue at $1.2 billion, a 33 percent growth YoY.
The five best selling toys were Lego Creator Sets, electric
scooters from Razor, Nerf Guns, DJI Phantom Drones and Barbie
Dreamhouse. The five top selling electronic products on Black
Friday were Apple iPads, Samsung 4k TVs, Apple MacBook Air, LG TVs
and Microsoft Xbox. Mobile is driving the majority of visits to
retail websites on Black Friday at 55 percent (45 percent coming
from smartphones, 10 percent from tablets), while accounting for 36
percent of sales (25 percent smartphones, 11 percent tablets).
Large retailers* have seen twice the growth in online sales
compared to small retailers since the beginning of the season.
Retailers that have invested in mobile, email and social have seen
30 percent more sales on average and 25 percent higher average
order values.
Adobe’s Black Friday report is based on aggregated and anonymous
data from 22.6 billion visits to retail websites. Adobe measures 80
percent of all online transactions from the top 100 U.S. retailers,
more than any other technology company**, and uses its proven
predictive model powered by Adobe Sensei to forecast online sales
and trends. Seven dollars and fifty cents out of every 10 dollars
spent online with the top 500 U.S. retailers goes 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.
“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.”
Additional findings for Black
Friday:
- Mobile performance: Conversions
improved over holiday averages, with smartphones at 2.4 percent,
tablets at 4.6 percent and desktops at 5.5 percent (compared to
holiday averages of 1.3, 2.9 and 3.2 percent, respectively). The
average order value (AOV) on iOS smartphones ($142) was higher
compared to Android smartphones ($130).
- Out-of-stock items: The
products most likely to run out-of-stock include Nintendo NES
Classic, PlayStation VR bundle, PlayStation 4 Call of Duty Black
Ops bundle, Beats Solo, Nintendo 3DS XL Solgaleo Lunala Black
Edition and Xbox One S Madden NFL 17 Console Bundle for electronics
in addition to Hatchimals, Razor Hovertrack 2.0, Kurio
Smartwatches, Lego Star Wars Advent Calendar, Lego Star Wars, Paw
Patrol Jungle Tracker’s Cruiser Vehicle and Little Tikes Princess
Horse & Carriage for toys. Out-of-stock messages were at 10.5
percent, 1.5 percent less than levels seen in 2015 and 1.9 percent
higher than on Thanksgiving Day (8.6 percent). Products under $300
were 20 percent more likely to be out-of-stock.
- Most popular products of the
season: For the entire season so far (Nov. 1 – 24),
PlayStation 4 is the best-selling video game console, followed by
Microsoft Xbox One. Pokémon Sun and Moon leads in video games,
followed by Call of Duty. Samsung 4K TVs lead in televisions,
followed by Vizio 4K TVs.
- Discounts: The highest price
drops were seen for tablets (average discount of 25.4 percent),
televisions (23.2 percent), toys (15.0 percent) and computers (11.6
percent). Video game consoles were sold for higher prices (3.2
percent) compared to Thanksgiving.
- Top promotion drivers: Retailers
saw an increase in sales coming through Shopper Helper Sites like
RetailMeNot and CNET (16.5 percent share of sales), email (17.8
percent), display (1.2 percent) and social (0.9 percent). Traffic
coming from search ads (38.3 percent) decreased by 4.3 percent from
holiday averages while direct traffic (25.3 percent) decreased by
9.6 percent, although both remained the largest contributors to
overall sales.
- Thanksgiving Day: Consumers
spent $1.93 billion, 11.5 percent more than in 2015, with an
average order value that was relatively flat at $160, compared to
$162 in 2015. Mobile accounted for 57 percent of visits and 40
percent of sales ($771 million). Smartphones drove twice as many
sales as tablets, at 27 percent and 13 percent, respectively.
Helpful Links
- Adobe Digital Insights 2016 Holiday
Online Shopping Predictions (Full Report)
- CMO.com Article (Live Updates)
- Press Release: Adobe Predicts Record
$91 Billion in Sales This Holiday Season
- Holiday Quiz: Are You a Retail
Marketing Expert?
- Adobe Digital Insights Portal on
CMO.com
- Twitter
- Facebook
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
*Large retailers defined as those in Internet Retailer’s Top
100
**Source: Internet Retailer’s 2016 Top 500 eGuide
© 2016 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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version on businesswire.com: http://www.businesswire.com/news/home/20161126005005/en/
AdobeKevin Fu, 415-832-2266kfu@adobe.comStefan Offermann,
408-536-4023sofferma@adobe.com
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