According to Adobe Analytics, online transactions reached $7.4 billion on the day of the 2019 Black Friday event, up 19.6 percent from a year earlier, second only to the $7.9 billion generated by Cyber Monday last year. It became the second-largest single-day event in history.
Adobe Analytics’ data comes from 80 transactions from 80 of the top 100 u.S. online retailers, with an average order value of $168 per consumer, up nearly 6 percent from a year earlier and a new Black Friday record.
Small Business Saturday’s online spending reached $470 million as of 9 a.m. EST, up 18 percent from last year. Adobe said sales for the day were expected to exceed $3 billion.
“As Christmas approaches, consumers are increasingly jumping on the phone rather than waiting in line,” Taylor Schreiner, chief analyst and head of Adobe Digital Insights, said in a statement. Small Business Saturday will accelerate sales to retailers that can offer unique products or services that retail giants cannot offer. “
Online sales are up about 20 percent from last year, according to Adobe. The surge in online activity suggests that consumers are increasingly willing to buy bigger items at discounts rather than buy them offline. Adobe still expects cyber Monday spending to reach a record $9.4 billion this year, up 18.9 percent from a year earlier.
Adobe said Friday that shoppers have spent $4.2 billion online on Thanksgiving Day, up 14.5 percent from last year and a record high. Some of the most popular purchases include Disney’s Ice Edge 2 toys, video games such as FIFA 20 and Madden 20, and electronics such as Apple Airpods and Samsung TV.