Friday, November 27, 2015

End of Black Friday Newspaper Ads? $27 Billion Spent Online Before Thanksgiving

Walmart Black Friday Ad

Holiday shoppers spent a whopping $27 billion online before newspapers stuffed with Black Friday ads ever hit Americans' doorsteps on Thanksgiving morning, according to Adobe's 2015 Digital Index Online Shopping data.

Online spending between November 1 and November 24 increased 8.5% in 2015 when compared to the same period last year. Mobile shopping is ahead of expectations, accounting for 46% (35% smartphone, 11% tablet) of visits to retail sites and 24% of sales ($6.32 billion).

Internet consumers averaged $98.10 per user. The average order value increased by seven percent year-over-year to $125.63. November 11, known as “Singles’ Day”, set a new U.S. sales record with $1.35 billion and offered stronger discounts than expected for apparel and electronics, averaging 20%.

Top selling products so far include Samsung and LG TVs, iPad Minis, Dyson vacuum cleaners, and Dell Inspiron computers, some of which were heavily discounted.  Discounts averaged 15% so far this season and continued to increase since last weekend. Promotions on Monday, November 23, and Tuesday, November 24, were in-line with Adobe’s predictions, 22% and 21% discounts on average, respectively.

“Discounts are currently averaging 21 percent and out-of-stock incidents are already higher than last year by five to ten percent,” said Tamara Gaffney, principal research analyst, Adobe Digital Index. “Consumers should shop early to secure popular gift items. Top selling products like the Xbox One, Samsung Gear VR, Star Wars’ Kylo Ren, and the GoPro HERO3 are already low in stock.”

Amazon and eBay lead online retailers with more than 20 million social media conversations, nearly two and a half times more social buzz than the top five brick-and-click retailers (Target, WalMart, Gap, H&M and Best Buy) combined. Amazon has driven more than 100,000 social mentions related to Black Friday alone - more than any other retailer.

Adobe’s insights are based on aggregated and anonymous data from more than 1.7 billion visits to 4,500 retail websites.Social media findings are based on more than 100 million global social mentions captured and analyzed from blogs, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, Foursquare, YouTube, WordPress, and others.

More Cyber Monday 2015