"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.
- Adobe Digital Insights 2016 Holiday Online Shopping Predictions (Full Report)
- CMO.com Article (Live Updates)
- Press Release: Adobe Predicts Record $91 Billion in Sales This Holiday Season
- Holiday Quiz: Are You a Retail Marketing Expert?
- Adobe Digital Insights Portal on CMO.com
**Source: Internet Retailer's 2016 Top 500 eGuide© 2016 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.