Unfavorable weather conditions in many regions and the simple ordering through mobile devices contributed to the US digital sales record for Thanksgiving weekend 2019.
This is my fifth annual "sales report" for Thanksgiving Day through Cyber Monday, after installments from 2018, 2017, 2016 and 2015.
Thanksgiving Day record sales of $ 4.2 billion in the United States represent a 14.5 percent increase from 2018, according to Adobe Analytics, which measures transactions from 80 of the 100 US online retailers.
Some of the most popular items included Disney's Frozen 2 toys, Apple AirPods and Samsung TVs. Forty-five percent of all sales came from smartphones, an increase of 24.4 percent compared to the previous year's share of 33.5 percent. Consumers also spent a great deal of time browsing on smartphones, clocking 63.4 percent of all visits.
Among the national retailers open on Thanksgiving were Best Buy, Bed Bath and Beyond, Kohl's and Walmart. J. C. Penney, Macy's and Target had limited hours, and generally no large crowds were waiting to enter the stores.
According to Adobe Analytics, consumers spent $ 7.4 billion online, up $ 1.2 billion over Black Friday 2018, making it the largest Black Friday ever for digital sales. The average order value – to $ 168 – rose almost 6 percent from the previous year and also set a new Black Friday record. However, online revenue was slightly below Adobe's $ 7.5 billion forecast for the day.
Smartphone sales on Black Friday, at $ 2.9 billion, were the largest ever for mobile shopping, increasing by 21 percent compared to last year. 64 percent of all traffic came from mobile devices, and 39 percent of all e-commerce sales took place on a smartphone. Larger e-commerce merchants got more sales via smartphones than less.
Black Friday sales for the buy-online pickup in-store surpassed non-BOPIS by 64 percent.
Based on Adobe Analytics data, a record $ 9.4 billion was spent online at the end of Cyber Monday, a 19.7 percent increase from 2018. It was the largest online shopping day of all time in the United States, easily surpassing last year's 7, $ 9 billion. After 6 p.m. on Cyber Monday proved to be a popular time for shopping, generating nearly 30 percent of total revenue. Mobile transactions rose by $ 3.1 billion – 33 percent – of total sales online from smartphones. This is 46 percent more than 2018.
Consumers apparently did not want to wait to receive their orders; instead, they chose BOPIS and operated with a 43 percent increase in such orders compared to last year. Cyber Monday conversions at BOPIS retailers outperformed non-BOPIS retailers by 45 percent, according to Adobe.
Top seller on Cyber Monday was Frozen 2 Toys, L.O.L. Surprise Dolls, NERF products, Madden NFL 20 video games, Nintendo Switch, Star Wars Jedi Fallen Order games, Samsung TVs, Fire TVs, AirPods and Air Fryers.
According to Adobe Analytics, both big retailers (over $ 1 billion in annual revenue) and small retailers (less than $ 50 million) did well on Cyber Monday. Large box sales saw an increase of 540 percent on an average day, while smaller merchants saw a 337 percent increase.
While it did not provide revenue, Amazon stated that Cyber Monday 2019 was the largest shopping day ever based on the number of goods sold globally. The company revealed that the biggest sales items were Keurig coffee makers, Oral-B electric toothbrushes, Champion fleece hoodies and Amazon devices such as Echo Dot.
As of November 1, BOPIS sales have grown 40.9 percent in 2018, with consumers 20 percent more likely to convert to retailers offering this service. This was especially true of the big shopping days.
Throughout the holiday season, paid search ranked highest for revenue, which corresponds to a share of 24.4 percent of sales, followed by direct traffic of 21.2 percent, and natural search of 18.8 percent. The email has seen a surge of 16.8 percent, up 9 percent in 2018. Social media continues to have minimal impact on driving online sales with only a 2.6 percent share.
Bricks and mortar
There is disagreement about whether sales in the store increased or decreased compared to last year. Brick-and-mortar Black Friday sales increased by 4.2 percent compared to last year, according to an annual "SpendTrend Holiday Snapshot" from First Data, with an average ticket amount of $ 60, an increase of $ 1 compared to last year.
But figures from ShopperTrak show that the Black Friday brick-and-mortar retail fell by 6.2 percent compared to last year while Thanksgiving Day in-store sales rose 2.3 percent.
RetailNext provided shopping data in the store based on results from stores operating on its Smart Store platform. It reports that the foot of the Black Friday foot fell by 2.1 percent from last year, average transaction values dropped by 6.7 percent and total sales decreased by 1.6 percent.
The big winners of the Black Friday store were Target and Walmart, according to retail analysts on Wall Street. Both attracted lots of merchants, and electronics and toys were the hot items in both stores.
Despite concerns about a recession and a trade war, consumers continued to show confidence in the economy and did not let these problems affect their holiday purchases.