Black Friday 2016 By the Numbers
Well, fellow shoppers, we did a pretty good job last week — especially online.
Adobe has been gathering retail data from 22.6 billion visits to retail websites over the Thanksgiving holiday — and we're breaking records, making history and shopping just a little bit differently than before. On Black Friday, a new record was set with $3.34 billion spent online — that's $5.27 billion if you include the shopping done on actual Thanksgiving day. "Black Friday may have just dethroned Cyber Monday's position as largest online shopping day of the year," said Tamara Gaffney, principal analyst and director of Adobe Digital Insights, in a statement. (Though, there's plenty of online shopping still to be had if you check out our 300-plus list of Cyber Monday online sales.)
As for those who made the trek to brick-and-mortars on Black Friday, the National Retail Federation reports that most shoppers showed up after 10 a.m., which is a lot later than the usual stand-in-line-the-night-before mayhem that we've experienced in the past. This suggests that shoppers are less reliant on Black Friday for good shopping deals, especially with Small Business Saturday and Cyber Monday gaining more popularity, and retailers increasingly offering promotions throughout the season.
Obviously, we're shopping online more, too; and many of us are too lazy to even open our laptops. We made retail history this Black Friday by surpassing one billion dollars in mobile revenue, $1.2 billion to be exact. Looks like there will be a lot of tracking numbers to follow this season.
Read on for the more findings by Adobe, as well as the National Retail Federation, from this year's Black Friday.
$3.34 billion: The amount of money spent online on Black Friday, setting a new record, surpassing the three-billion-dollar mark for the first time, and marking a 21.6 percent increase year-over-year. For comparison, last year's total was $2.74 billion.
$5.27 billion: The total amount of money spent online on Thanksgiving and Black Friday combined, a 17.7 percent increase year-over-year. On Thanksgiving specifically, online sales came in at $1.93 billion.
$1.2 billion: The amount of mobile shopping revenue on Black Friday, a 33 percent growth year-over-year, making Nov. 25, 2016 the first day in retail history that sales from mobile passed the billion-dollar mark.
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25 to 34 years: The millennial age range and most active shoppers in stores (56 percent) and online (62 percent). According to Adobe, eight out of 10 millennials made purchases over the holidays weekend.
$289.19: The average amount individuals spent over Thanksgiving weekend, which is slightly down from last year's average of $299.60, according to NRF.
10 a.m. or after: The time when three in 10 shoppers, about 29 percent, started their shopping on Black Friday, an increase from last year's 24 percent.
51 percent: The amount of shopping done at department stores. (Though, according to WWD, executives aren't relying on the promising results for the overall state of department stores this season.)
100 percent: The number of purchases on sale according to over one-third of Black Friday shoppers, says NRF President and CEO Matthew Shay in a statement.
9 percent: The amount of consumers who already finished their holiday shopping, a decrease from last year's 11 percent.
NRF also reports that 23 percent (compared to last year's 19 percent) still have a decent amount of holiday shopping to do, which might mean that these folks are holding out for better last-minute deals this holiday season. Hey, retailers, a few more discount codes, please?
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