According to data collected by Adobe Analytics, U.S. consumers spent $7.4 billion online on Black Friday this year, making it the second-largest online shopping day in U.S. history. This year’s Black Friday sales of $7.4 billion were not only the highest-ever black Friday day, but also the second-highest online revenue ever after last year’s Cyber Monday ‘s $7.9 billion, according to Adobe.
The average consumer order value was $168, up nearly 6 percent from a year earlier and setting a new Black Friday record.
As of 9 a.m. EST, “Small Business Saturday” had also reached $470 million in online spending, up 18 percent from last year. Adobe said sales for the day were expected to exceed $3 billion.
AOL sales are up about 20 percent from last year, according to Adobe. Adobe expects online shopping Monday to reach a record $9.4 billion, up 18.9 percent from a year earlier.
Adobe said Friday that online shopping on Thanksgiving Day had reached $4.2 billion, up 14.5 percent from last year and a record high. The most popular shopping items include Disney’s Ice Edge 2 toys, video games such as FIFA 20, and electronics such as Apple’s Airpods and Samsung TVs.
While some traditional brick-and-mortar stores, such as Target and Walmart, have succeeded in transforming them into online shopping stores, other brick-and-mortar stores, such as Kohl’s and Macy’s, have struggled. Target’s shares are up about 95 percent so far this year and Wal-Mart’s is up nearly 30 percent, but Cole, Gap and Macy’s are down more than 25 percent this year.