Online spending was flat on Black Friday, hitting $8.9 billion, Adobe reports. This is the at lower end of Adobe’s predicted range and less than the $9 billion reported for the day in 2020.
By 9 p.m. on Friday, with three hours to go, the total was $6.6 billion.
“Yesterday, Americans spent $8.9 billion online,” states Vivek Pandya, Lead Analyst, Adobe Digital Insights. “For the first time ever, Black Friday saw a reversal of the growth trend of past years.”
Pandya adds: “Shoppers are being strategic in their gift shopping, buying much earlier in the season and being flexible about when they shop to make sure they get the best deals.”
Thanksgiving Day sales also came in flat YoY at $5.1 billion.
But Cyber Monday is expected to be the biggest online shopping day of 2021, with between $10.2B and $11.3B in online spend.
What’s more, consumers have spent $89.9 billion so far throughout this holiday season and are on track to hit $207 billion, Adobe says, confirming its original estimate.
The consumer spend has surpassed $2 billion every day so far, and it has exceeded $3 billion for 19 days. In contrast, there had been only five $3 billion days at this point in 2020 and twenty-two $2 billion days.
Adobe defines the holiday shopping season as the period between November 1 and December 31.
Adobe's analysis covers over 1 trillion visits to U.S. retail sites, 100 million SKUs, and 18 product categories.