Online sales break Black Friday record in US

Daniel Fowler
December 2, 2019

Adobe is projecting $9.4 billion in online sales. However, it is increasingly turning into a day when shoppers do not necessarily flock to stores but spend heavily online.

A caution tape is seen by the entrance to a line during a sales event on Thanksgiving day at Walmart in Westbury, N.Y., on November 28, 2019.

LOL Surprise Dolls topped the list of best sellers, followed by Frozen 2 themed merchandise.

This holiday shopping season may be the most harried in years because it's the shortest since 2013.

According to Adobe online sales are up about 20% from previous year, suggesting shoppers are getting more comfortable making large purchases online.

The National Retail Federation had forecast US holiday retail sales over the two months in 2019 will increase between 3.8% and 4.2% from a year ago, for a total of $727.9 billion to $730.7 billion. And top electronics, meanwhile, included Apple Laptops, Airpods, and Samsung TVs. Despite that, 36 percent of sales completed on Black Friday were conducted via smartphones, a total of $2.7 billion.

'We've got a shorter holiday selling season.

Adobe analyst Taylor Schreiner told Bloomberg: 'With Christmas now rapidly approaching, consumers increasingly jumped on their phones rather than standing in line.

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With all the online fanfare, some retailers have begun to struggle to keep up with growing trends.

As more people shop, they are also shopping for more expensive items.

But the site's country manager Liisa Matinvesi-Bassett, said shoppers had to be careful, as past year some price actually increased over the Black Friday sale weekend.

As with the Thanksgiving sales patterns - when bigger retailers also appeared to do better than their smaller counterparts - there are a couple of reasons for this. They have overall also seen a 62% boost in sales this season, versus 27% for smaller retailers. One is that the bigger sites have a wider selection of goods and can afford to take hits with deep discounts on some items, in order to lure users in to add other items to their shopping cars that are not as deeply discounted.

Buying online and picking up in store transactions increased 43.2 per cent, signaling that retailers are perfecting their offline and online services.

With Thanksgiving landing six days later than a year ago, retailers invested more into their seasonal advertising and laid out steep discounts for customers on everything from appliances to sporting goods.

Small Business Saturday smashed records with $3.6 billion in online sales, according to Adobe Analytics data released Sunday.

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