November 28, 2017
While retailers might have been concerned by tepid efforts to expand the traditional holiday shopping season, U.S. consumers put their forks down, picked up their phones and started buying on Thanksgiving Day. According to Adobe Digital Insights, retailers set e-commerce records on Thanksgiving Day (up more than 18 percent from last year to $2.87 billion), Black Friday (up 17 percent from last year to $5.03 billion) and Cyber Monday, the still-reigning champion of U.S. e-commerce shopping (up 17 percent to $6.59 billion).
Perhaps more important for merchants to be aware of, consumers’ comfort using mobile devices to transact online is growing rapidly. On Friday, U.S. online shoppers spent $2 billion in one day via mobile devices for the first time. For perspective, Black Friday last year was the first time U.S. consumers had ever exceeded $1 billion through mobile apps and Websites in a 24-hour period.
“The big story this holiday season is in mobile shopping. Retailers know this is where the audience is now and are delivering better experiences. On both Thanksgiving and Black Friday, the gap between mobile traffic and revenue is closing,” said Mickey Mericle, vice president of marketing and customer insights at Adobe. “Shoppers looking for discounts are getting better at using smartphones to quickly close the deal, and we are seeing better mobile conversion this season at over ten percent growth.”
Overall so far in November, consumers have spent nearly $50 billion at U.S.-based e-commerce sites.