People visit stores in Hudson Yards during the early opening of Black Friday sales in Manhattan, New York, November 27, 2020.
Eduardo Munoz | Reuters
Online spending on Black Friday this year jumped almost 22% to a new high, according to data from Adobe Analytics, as the Covid pandemic pushed more people to shop from the couch and avoid crowded stores and malls.
Consumers spent $ 9 billion on the web the day after Thanksgiving, up 21.6% year-over-year, according to Adobe, which analyzes transactions on the websites of 80 of the top 100 retailers American online.
This makes Black Friday 2020 the second largest online spending day in U.S. history, behind Cyber Monday last year, Adobe said. Cyber Monday is set to become the biggest digital selling day of all time this year, spending between $ 10.8 billion and $ 12.7 billion, which would represent a 15% to 35% growth from to the previous year.
“New consoles, phones, smart devices and televisions that are traditional Black Friday purchases this year share the online shopping cart space with unorthodox Black Friday purchases such as groceries, clothing. and alcohol, which would previously have been purchased in stores, ”said Taylor Schreiner, director of Adobe Digital Insights.
While many retailers kicked off holiday sales in October of this year, due to Amazon’s Prime Day event schedule being delayed, and put more deals online, shoppers had less reason to go to stores on Black Friday. People who ventured outside have been greeted with fewer queues and more empty parking lots than holiday sales events of the past.
On Black Friday, Adobe found that consumers were spending an average of $ 6.3 million per minute online, or $ 27.50 per person. Spending on smartphones jumped 25.3% year-over-year to $ 3.6 billion, or 40% of total e-commerce spending.
And with retailers from Target to Best Buy to Dick’s Sporting Goods encouraging customers to shop online and then collect their orders securely from stores, the use of curbside pickup on Black Friday has increased by 52%. % over the previous year, according to Adobe.
Black Friday flagship items included Hot Wheels, Lego sets, Apple AirPods, Apple Watches, Amazon Echo devices and Samsung TVs, according to data from Adobe, as consumers scoured the web to find themselves. entertain and entertain their children.
People are also turning to the internet to buy fresh food and snacks this holiday season. Online grocery shopping on Black Friday was up 397% from October’s daily averages, Adobe said. Sales of personal care products soared 556% and online spending on pet products increased 254%.