|Like many retailers this year, Dell’s Black Friday and Cyber Monday started before Thanksgiving Day. Credit: Dell|
Holiday shoppers spent a record-breaking $27 billion online before Thanksgiving (November 1st through 24th) which was followed by another $1.73 billion on Thanksgiving Day and $2.72 billion on Black Friday. Thanksgiving online sales increased 25 percent when compared to last year while Black Friday online sales saw at 14 percent increase.
Although mobile shopping saw strong growth with a 34 percent share of sales, the role of tablets continued to decline. Tablets drove 15 percent of sales on Black Friday, a 2 percent decrease year-over-year (YoY). Smartphones generated a record 22 percent share of sales, 70 percent more than in 2014. iPhones and iPads continued to drive the majority of mobile sales with 67 and 84 percent respectively.
“US consumers have turned into digital shopping ninjas this holiday season as retailers continue to adjust to a huge influx of smartphone shoppers,” said Tamara Gaffney, principal analyst, Adobe Digital Index. “Heading into Cyber Monday, online only retailers will take center stage and we are still calling for Cyber Monday to be the largest online day of the year, breaking the $3 billion mark and representing 12 percent YoY growth.”