Shoppers Spent More Than $9B Online On Black Friday

Consumers spent a record $9.12 billion online on Black Friday -- up 2.3% from last year, according to data published Saturday.

Adobe Analytics released its final Black Friday numbers and previewed its forecast for the remainder of the holiday weekend.

The analysis -- part of Adobe's Experience Cloud database -- aggregates more than a trillion visits to U.S. retail sites, 100 million SKUs, and 18 product categories.

Electronics drove much of the growth, with online sales rising 221% for the category, compared with the average day in October 2022. Smart-home items rose 271% and audio equipment was up 230%.

Sales of toys jumped 285%, and sales of exercise equipment increased 218%.

Despite struggling with higher prices and inflation, consumers wanting to purchase items have found flexible ways to spend. "Buy Now Pay Later" (BNPL) orders rose by 78% when compared with the prior week (Nov. 19-25).

BNPL revenue rose 81% in the same period. Black Friday mobile shopping also reached a new record, with 48% of online sales coming from smartphones -- up from 44% in 2021.

The most-purchased items on Black Friday included toys related to Fortnite, Roblox, Bluey, Funko Pop!, and Disney Encanto.

Gaming remained a popular category. Consumers bought Xbox Series X, and PlayStation 5 devices, along with games FIFA 23, NBA 2k23, and Pokemon Scarlet & Violet.

Drones, Apple MacBooks, and Dyson products also sold well.

Adobe Analytics expects the five days from Thanksgiving Day through "Cyber Monday" -- known as "Cyberweek" -- to generate $34.8 billion in online spending, up 2.8% from 2022, and representing a 16.3% share of the holiday season (November through December) sales.

Ecommerce activity is expected to remain strong this weekend, with shoppers set to spend more than $9 billion online -- $4.52 billion on Saturday, and $4.99 billion on Sunday.

Adobe expects Cyber Monday to be the season’s biggest online shopping day again -- driving $11.2 billion in spending, an increase of 5.1% over last year.

Today (November 26), is "Small Business Saturday," a day consumers are urged to shop with local, independent retailers, and Adobe's data shows smaller retailers -- those with $10 million to $50 million in annual revenue -- have struggled in an uncertain economic environment. Their online sales grew at one third those of larger retailers (those generating more than $1 billion in annual revenue).

3 comments about "Shoppers Spent More Than $9B Online On Black Friday".
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  1. Clark Celmayster from Endeavor, November 28, 2022 at 2:40 p.m.

    And we know which half..The Marxist Woke / Joke, Sheeple who hate freedom of speech, are afraid of opposing ideas and ideologies, that don't alighn 100% with theirs!

    It is truly frightening what half our country has become! America is doomed. This is why they vote for and support a brain dead president and Senator in PA. The party of the Walking Brain Dead..should be a new version of the series..

  2. John Grono from GAP Research, November 28, 2022 at 3:40 p.m.

    Joe, congratulations on your demonstration of free speech in action by posting the above comment.   I'm still trying to work it out.

  3. Kenneth Fadner from MediaPost, November 29, 2022 at 11:32 a.m.

    Mr. Celmayster:

    Why is this comment here? More to the point: Why are you here since all of your comments on all of the articles you read are essentially the same?

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