The average order value for U.S. online retailers hit a Black Friday high water mark of $168, 5.9% above the average order value for the day after Thanksgiving in 2018, Adobe says. Consumers shopped a lot on their smartphones, which accounted for 39% of Black Friday online sales, a 21% increase over last year.
Web-busters increasingly are taking the place of doorbusters on Black Friday.
Online sales hit a record $7.4 billion on the day after Thanksgiving this year versus Black Friday 2018, according to the Adobe Analytics Insights arm of software firm Adobe Inc. That would be a year-over-year increase of nearly 19% based on the $6.22 billion Adobe reported last year for Black Friday 2018.
Among the online retailers reporting big gains was Fat Brain Toys. The online toy retailer’s Black Friday sales increased 41% yesterday versus Black Friday 2018.
“We had a really big day year-over-year,” said Mark Carson, president and co-founder, in an email to Digital Commerce 360. “We had been trending up double digits throughout most of Q4, but the +41% was a very welcome surprise.” Fat Brain Toys is No. 871 in the Digital Commerce 360 (formerly Internet Retailer) Top 1000 ranking of North America’s leading online retailers.
Consumers were up and shopping online again early on Saturday. As of 9 a.m. EST, online retailers had sold $470 million, an increase of 18.1% over the same 9-hour period on the Saturday after Thanksgiving last year.
Three Black Friday trends
Adobe highlighted three key trends in Black Friday online shopping:
• Average order value increased 5.9% over Black Friday last year to a record $168.
• Smartphones accounted for an ever-bigger share of online sales: 39% on Black Friday, a 21.0% increase over last year.
• Online shopping drove consumers into stores to pick up their online orders, with Adobe noting roughly a 43% year-over-year increase in purchases completed online and collected in a physical store.
“Black Friday broke mobile shopping records with $2.9 billion spent through smartphones alone,” says Taylor Schreiner, principal analyst and head of Adobe Digital Insights. “With Christmas now rapidly approaching, consumers increasingly jumped on their phones rather than standing in line.”