$1.2 Billion Spent via Mobile Devices; Top Selling Products Include Apple iPads, Samsung 4K TVs and Lego Creator Sets
Adobe (Nasdaq:ADBE) today released its 2016 online shopping data for
Black Friday and Thanksgiving Day. More than $5 billion ($5.27 billion)
was spent online by the end of Black Friday, a 17.7 percent increase
year-over-year (YoY). Black Friday set a new record by surpassing the
three-billion-dollar mark for the first time at $3.34 billion (21.6
percent growth YoY) while Thanksgiving accounted for the remaining $1.93
billion. Black Friday became the first day in retail history to drive
over one billion dollars in mobile revenue at $1.2 billion, a 33 percent
growth YoY.
The five best selling toys were Lego Creator Sets, electric scooters
from Razor, Nerf Guns, DJI Phantom Drones and Barbie Dreamhouse. The
five top selling electronic products on Black Friday were Apple iPads,
Samsung 4k TVs, Apple MacBook Air, LG TVs and Microsoft Xbox. Mobile is
driving the majority of visits to retail websites on Black Friday at 55
percent (45 percent coming from smartphones, 10 percent from tablets),
while accounting for 36 percent of sales (25 percent smartphones, 11
percent tablets). Large retailers* have seen twice the growth in online
sales compared to small retailers since the beginning of the season.
Retailers that have invested in mobile, email and social have seen 30
percent more sales on average and 25 percent higher average order values.
Adobe’s Black Friday report is based on aggregated and anonymous data
from 22.6 billion visits to retail websites. Adobe measures 80 percent
of all online transactions from the top 100 U.S. retailers, more than
any other technology company**, and uses its proven predictive model
powered by Adobe Sensei to forecast online sales and trends. Seven
dollars and fifty cents out of every 10 dollars spent online with the
top 500 U.S. retailers goes 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.
“Shoppers hit the buy button at unprecedented levels as conversion rates
were up nearly a full percent across all devices in the evening hours on
Black Friday,” said Tamara Gaffney, principal analyst and director,
Adobe Digital Insights. “With the full day total coming in at $3.34
billion, Black Friday may have just dethroned Cyber Monday's position as
the largest online shopping day of the year. Shoppers are still buying
at higher than expected levels in the early morning hours of Small
Business Saturday.”
Additional findings for Black Friday:
-
Mobile performance: Conversions improved over holiday averages,
with smartphones at 2.4 percent, tablets at 4.6 percent and desktops
at 5.5 percent (compared to holiday averages of 1.3, 2.9 and 3.2
percent, respectively). The average order value (AOV) on iOS
smartphones ($142) was higher compared to Android smartphones ($130).
-
Out-of-stock items: The products most likely to run
out-of-stock include Nintendo NES Classic, PlayStation VR bundle,
PlayStation 4 Call of Duty Black Ops bundle, Beats Solo, Nintendo 3DS
XL Solgaleo Lunala Black Edition and Xbox One S Madden NFL 17 Console
Bundle for electronics in addition to Hatchimals, Razor Hovertrack
2.0, Kurio Smartwatches, Lego Star Wars Advent Calendar, Lego Star
Wars, Paw Patrol Jungle Tracker’s Cruiser Vehicle and Little Tikes
Princess Horse & Carriage for toys. Out-of-stock messages were at 10.5
percent, 1.5 percent less than levels seen in 2015 and 1.9 percent
higher than on Thanksgiving Day (8.6 percent). Products under $300
were 20 percent more likely to be out-of-stock.
-
Most popular products of the season: For the entire season so
far (Nov. 1 – 24), PlayStation 4 is the best-selling video game
console, followed by Microsoft Xbox One. Pokémon Sun and Moon leads in
video games, followed by Call of Duty. Samsung 4K TVs lead in
televisions, followed by Vizio 4K TVs.
-
Discounts: The highest price drops were seen for tablets
(average discount of 25.4 percent), televisions (23.2 percent), toys
(15.0 percent) and computers (11.6 percent). Video game consoles were
sold for higher prices (3.2 percent) compared to Thanksgiving.
-
Top promotion drivers: Retailers saw an increase in sales
coming through Shopper Helper Sites like RetailMeNot and CNET (16.5
percent share of sales), email (17.8 percent), display (1.2 percent)
and social (0.9 percent). Traffic coming from search ads (38.3
percent) decreased by 4.3 percent from holiday averages while direct
traffic (25.3 percent) decreased by 9.6 percent, although both
remained the largest contributors to overall sales.
-
Thanksgiving Day: Consumers spent $1.93 billion, 11.5 percent
more than in 2015, with an average order value that was relatively
flat at $160, compared to $162 in 2015. Mobile accounted for 57
percent of visits and 40 percent of sales ($771 million). Smartphones
drove twice as many sales as tablets, at 27 percent and 13 percent,
respectively.
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*Large retailers defined as those in Internet Retailer’s Top 100
**Source: Internet Retailer’s 2016 Top 500 eGuide
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Adobe
Kevin Fu, 415-832-2266
kfu@adobe.com
Stefan Offermann, 408-536-4023
sofferma@adobe.com