$4.45 Billion Spent Online on Black Friday, Thanksgiving; Mobile Sets
New Record with 34 Percent Share in Sales
Company Website:
http://www.adobe.com
SAN JOSE, Calif. -- (Business Wire)
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.
Thanksgiving Day:
- 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.
Helpful Links
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
*Source: Internet
Retailer’s 2015 Top 500 eGuide
© 2015 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.
View source version on businesswire.com: http://www.businesswire.com/news/home/20151127005410/en/
Contacts:
Adobe Systems Incorporated
Stefan Offermann, 408-536-4023
sofferma@adobe.com
Kevin
Fu, 415-832-2266
kfu@adobe.com
Source: Adobe Systems Incorporated
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