Shoppers skipped the lines at in-person stores in favor of virtual carts and one-click checkouts this year, as consumers spent more online during Black Friday than ever before.
Adobe Analytics tracked shopping habits of American shoppers and found that they spent $10.8 billion on online purchases on Black Friday. That's up 10% from 2023 and more than double spending in 2017. Even more notable, online shopping surpassed $10 billion for the first time.
“Crossing the $10 billion mark is a huge e-commerce milestone for Black Friday, for a day that has historically been more anchored towards in-store shopping,” said Adobe Digital Insight Principal Analyst Vivek Pandya in one. STATEMENT.
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At their peak between 10am and 2pm, online shoppers spent $11.3 million per minute. Adobe says toys, jewelry, gadgets, apparel and electronics were the top categories for sales growth. Hot items included Lego sets, fitness trackers and skin care.
E-commerce site Shopifywhich enables businesses of all sizes to sell products by helping them create and open online stores, Black Friday sales among its customers hit a record $5 billion this year. Platform founder and CEO Tobi Lutke posted on X on Saturday that sales among dealers reached $4.6 million per minute at their peak.
Yesterday was an incredible day for our merchants and for Shopify:
* Retailers hit a record $5 billion in Black Friday sales (GMV)
* Peak sales / minute for yesterday = 4.6 million dollars
* Shopify output processed more than 173B requests
* Maximum requests per minute were…
— tobi lutke (@tobi) November 30, 2024
said Shopify entrepreneur in an email that the top product categories sold by merchants through its platform were t-shirts, skin care, vitamins, makeup and hoodies. The top selling cities were Los Angeles, New York and San Francisco. The average cart price was $154.26.
Although Black Friday was a huge online shopping event, Adobe hosts Cyber Monday will be even bigger and shoppers will spend a record $13.2 billion that day – an increase of over 6% from 2023. Cyber Monday will become the largest e-commerce event of purchases of the year.
Zooming in more, American buyers are EXPECTED to spend up to 989 billion dollars this holiday season according to the National Retail Federation, including online and in-person shopping.