Anastasiia Krivenok | Moment | Getty Images
Online spending on Thanksgiving Day jumped 5.5% compared to a year ago, according to Adobe Analytics, a reflection of holiday shoppers who are buying more of their gifts online and responding to discounts.
E-commerce sales totaled $5.6 billion on the holiday. That’s nearly twice as much as the $2.87 billion consumers spent on Thanksgiving Day in 2017, according to the company’s analysis.
For Black Friday, online spending is expected to climb even higher and bring in an expected $9.6 billion, up 5.7% year over year.
Still, it’s too soon to say if the pop will be enough to propel a strong season overall.
Holiday shoppers are expected to spend 3% to 4% more year over year in November and December, according to the National Retail Federation’s forecast. That would be a significant slowing from the holiday sales growth seen during the Covid-19 pandemic and a return to more typical growth levels prior to the Covid crisis.
Adobe’s data covers more than one trillion visits to U.S. retail websites, 100 million unique items and 18 total product categories. It does not cover in-store purchases, where the majority of U.S. holiday purchases still take place. Last year, about 70% of total holiday sales took place in physical retail locations, according to the NRF.
As retailers face slowing sales, companies have dangled sharp promotions in October and in recent weeks issued cautious outlooks for the holiday quarter. To motivate shoppers, retailers such as Target, Macy’s and Best Buy are pulling out all the stops, from Disney- or toy-themed experiences to limited-time discounts on hot consumer electronics.
So far, shoppers have seen big discounts in major gifting categories. On Thanksgiving Day, toys were up to 28% off, electronics were up to 27% off and computers were up to 22% off, according to Adobe.
And shoppers responded: Online purchases of toys shot up 182% compared to average daily sales in October. Jewelry sales rose 126%, apparel rose 124% and personal care products rose 67%.
On Thanksgiving, some of the best sellers were Barbie items, Marvel superhero action figures, gaming consoles including Playstation5 and video games such as Super Mario Bros. Wonder. Some consumer electronics, such as robot vacuums, Bluetooth speakers and tablets, have been popular, too, Adobe found.
Shoppers are also browsing and buying more on their smartphones. Mobile shopping played a big role in Thanksgiving sales, with nearly 60% of sales coming through a mobile device — an all-time record for Thanksgiving, Adobe said.
Don’t miss these stories from CNBC PRO:
Finalists announced for the 2024 European Arival TourReview Spotlight Awards
Suspect in Georgia nursing student Laken Riley’s death accused of ‘disfiguring’ skull: affidavit
N.Y. and N.J. report more than a dozen child flu deaths
Experts warn against possible quake in eastern Türkiye
Dubai: 70-day paid maternity leave for women in this company
The Best Moisturizing Body Washes I’ve Tried for My Super Dry Skin
Get Caught Up in Sydney Sweeney's Euphoric People's Choice Awards 2024
Beyoncé Revealed She’s Dealt With Scalp Psoriasis While Promoting Her New Hair Care Line
People Who Have Had COVID Face a Much Higher Risk of Chronic Fatigue, Study Says
Meghan Markle and Prince Harry Just Fired Back at Critics With 3 Words After Sussex Website Rebrand, Canada Trip
Meghan Markle’s ‘Disingenuous’ Reaction to Paparazzi Outside Restaurant— Body Language Expert
How the Pentagon Learned to Use Targeted Ads to Find its Targets—and Vladimir Putin
The shattered remains of Russian democracy – Asia Times
Did China squander its moment in the sun? – Asia Times
Trump’s base, more than ever, sees him as a savior – Asia Times
Lifestyle21 hours ago
Most-Shopped Celeb Picks This Month- Olivia Culpo and More
Tech21 hours ago
Updates From the Game of Thrones Spinoffs, Blood and Honey 2, and More
Lifestyle20 hours ago
Denis Villeneuve: ‘Movies Have Been Corrupted by Television’ and a ‘Danger in Hollywood’ Is Thinking About ‘Release Dates, Not Quality’
News14 hours ago
In wake of Flaco the owl’s death, New York City lawmaker working on 2 new bills to protect birds
Travel24 hours ago
Radisson RED Launches Its Vibrant Style in Southeast Europe with Radisson RED Belgrade
Politics20 hours ago
Latest 2024 election news: Michigan primary presents next challenge for Republicans, Democrats
Lifestyle20 hours ago
How Keke Palmer Celebrated Son Leo on His First Birthday
News22 hours ago
What I Learned Trying ChatGPT’s New Memory Feature