Deep Discounts on Toys Fueled the Spending Spree, According to Adobe Analytics
This year’s Black Friday marked a milestone in holiday shopping, with $10.8 billion spent online, setting a new record for e-commerce, according to Adobe Analytics. This marks a significant increase from previous years, reflecting the growing trend of online shopping.
Record Spending: Online Shoppers Break New Ground
Online shopping surged to new heights this Thanksgiving weekend. Black Friday 2024 saw a remarkable jump in spending, reaching $10.8 billion in online sales, more than double the amount spent in 2017, when sales were just over $5 billion. This year’s record follows a strong performance on Thanksgiving Day, with $6.1 billion spent online, marking a nearly 9% increase from last year. These numbers illustrate how more and more consumers are turning to the web for their holiday shopping.
Top Black Friday Purchases: Toys, Electronics, and More
What exactly are people buying? Toys were a major driver of the online sales surge this year, with sales up an astonishing 622% compared to an average day earlier in the fall. Popular items included Harry Potter LEGO sets, Disney Princess dolls, “Wicked” toys, and Cookeez Makery oven playsets.
Electronics also saw a significant boost, with gaming consoles like the PlayStation 5, Xbox Series X, Nintendo Switch OLED, and Meta Quest flying off virtual shelves. Other top sellers included jewelry (up 561%), appliances (up 476%), and apparel (up 374%).
Mobile Shopping Continues to Surge
One of the biggest shifts in consumer behavior this year was the rise of mobile shopping. More than half of all online sales on Black Friday—55%—were made via mobile devices, according to Adobe. This growing trend of shopping from smaller screens reflects the convenience and accessibility of mobile commerce.
In-Store vs. Online: Shoppers Opt for Convenience
As expected, online shopping took the lead over in-person store visits this year. According to MasterCard, online retail sales increased by 14.6% compared to last year, while in-store sales only saw a modest 0.7% rise. Combining both in-store and online sales, overall retail spending was up 3.4% this year.
What’s Ahead: A Shift Toward Digital Shopping
With record-breaking online sales and a growing preference for mobile devices, it’s clear that the future of shopping continues to lean heavily toward the digital space. Consumers are increasingly opting to fill their virtual shopping carts rather than brave the crowds in physical stores, setting the stage for even higher online sales in the years to come.
Key Black Friday 2024 Stats:
- Total Online Sales: $10.8 billion
- Thanksgiving Day Sales: $6.1 billion
- Increase in Online Sales: 14.6% compared to 2023
- Top Selling Categories: Toys, electronics, jewelry, appliances, and apparel
- Mobile Shopping: 55% of all Black Friday sales were on mobile devices
This year’s Black Friday highlights a significant shift toward online and mobile shopping, making it clear that consumers prefer the convenience of e-commerce as they prepare for the holiday season.
