Published: Thu, November 30, 2017
Science | By Cecil Little

United States online sales climb to record high on Black Friday and Thanksgiving

United States online sales climb to record high on Black Friday and Thanksgiving

The federation said an estimated 174 million people went shopping over the Thanksgiving holiday, about 10 million more than it had forecast. More than 58 million people only shopped online during the long weekend, compared to 51 million who only shopped in stores. But the group said the average amount spent per person was $335.47 with 75 percent of it going toward gifts.

Last year, NRF's Thanksgiving weekend survey didn't include Cyber Monday sales, making the two non-comparable.

Three days after bringing in $5.03 billion online on Black Friday, retailers outdid themselves once again, reeling in a record $6.59 billion on Cyber Monday - 16.8% growth year-over-year. As of last night, Cyber Monday was on track to hit $6.57 billion in sales, up almost 17 percent from 2016, making it the biggest one yet.

Retailing for $299.99 across online retailers, Adobe's Digital Insights Initiatives reveals that the Nintendo Switch became Black Friday 2017's best-selling product online throughout all online retailers' available product sections. "From good weather across the country to low unemployment and strong consumer confidence, the climate was right, literally and figuratively, for consumers to tackle their holiday shopping lists online and in stores", NRF Chief Executive Matt Shay said on the call with reporters.

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- Shoppers ages 25 to 34 spent the most, an average of $419.52.

"Among our top 100 retailers, many brands saw the highest consumer engagement with Cash Back Offers, including American Eagle Outfitters, Express, and Staples", said Tarleton.

A wide variety of retailers both online and on the high street have been extending their deals from before Black Friday and to beyond Cyber Monday as the sales period shifts to take advantage of the pre-Christmas rush. More than 64 million said they shopped both in stores and online.

"The past Cyber Monday behavior of shopping on your work computer during the day is nearly completely reversed", said Taylor Schreiner, Director of Adobe Digital Insights in a statement.

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Adobe said Cyber Monday is expected to beat $6.6 billion in internet sales, which would make it the most vital USA online shopping day in history yet. This was the first year that computers generated less than half of all online orders, comprising only 49% of online sales on Black Friday.

As for destinations, 43% of consumers shopped department stores, 42% shopped online retailers, 32% shopped electronic stores, 31% shopped clothing and accessories stores, and 31% shopped discount stores.

Deepest Discounts on Cyber Monday Cyber Monday offers continued the trend of big savings, with even deeper dollar-off discounts than Black Friday. "Many consumers begin their shopping journey on their mobile devices and most often complete purchases within a physical retail store, especially after mid-December".

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