Black Friday shoppers shattered records, spending an eye-popping $10.8 billion online in the U.S., according to Adobe Analytics, marking a 10.2% increase from last year.
This comes on the heels of a massive $33.6 billion in global online sales on Thanksgiving Day, signaling a strong shift toward e-commerce during the holiday shopping season.
“Crossing the $10 billion mark is a big e-commerce milestone for Black Friday, for a day that in the past was more anchored towards in-store shopping,” Vivek Pandya, lead analyst at Adobe Digital Insights, said.
“And with consumers getting more comfortable with everything from mobile shopping to chat bots, we have tailwinds that can prop up online growth for Black Friday moving forward,” he added.
A significant portion of those sales came from mobile devices. Adobe reported that 55% of online purchases on Black Friday were made via smartphones or tablets, totaling $5.9 billion in sales. This marks a 12.1% increase from the previous year, underscoring the growing dominance of mobile commerce.
The pace of spending was equally impressive, with shoppers shelling out $11.3 million every minute between 10:00 a.m. and 2:00 p.m. Eastern Time, according to the sales tracking firm.
Adobe’s findings are based on data from 1 trillion visits to U.S. retail websites, covering more than 100 million products across 18 categories.
Top sellers on Black Friday included makeup and skincare sets, hair care products, Bluetooth speakers and headphones, smart watches, jewelry, discounted apparel, perfume and fragrances, bedding and linen sets, television sets, gift cards, and espresso machines, Adobe Analytics said.