U.S . Ecommerce Sales Report: 2019 Thanksgiving Day, Black Friday, Cyber Monday

Since our inception, this is our second E-commerce sales report for the holiday season of US. We hope, you’ve already gone through our website and able to review the previous year report, in case you’re missing upon it.

This Thanksgiving day was another record ($4.2 billion) in it’s history with the growth of 14.5 percent as compare to the year 2018 ($3.7 billion). However, the overall growth as compare to previous year was quite less than expected. As per the realtime sales tracking, Adobe had noted that $2.1 billion was spent till 5PM in the afternoon EST.  Prior to that,

“the sale was expected to hit the mark of $4.4 billion as $470 million had already been spent at 10:00am”, said Adobe.

On the other side, Shopify figures were almost similar to adobe. The final note from the shopify claimed that it’s merchants made $442 millions on that day from 5 million users making purchase approximately. Both, adobe and shopify recorded that there were around 69% shoppers making purchase via mobile devices.

Most effective sales comes through the paid search with 24 percent followed by social media searches at 20 percent and approximately 9.4 percent searches came through e-mails and 1 out of 10 sale was contributed by social media influencer marketing tactics.

Apparel, Electronics and Toys remain the top selling categories while 18.2 Billion searches came through mobile only which is 49.5 percent up as compared to the previous year. Moving ahead of Thanksgiving, Black Friday was projected to make $7.4 billion.


Black Friday

Like Thanksgiving, Black friday also continues to break record but fell short of it’s projection. According to Adobe Analytics,

Consumers spent $7.4 billion online with an increase of $1.2 billion over Black Friday 2018, making it the biggest Black Friday ever for digital sales.

The top categories of Thanksgiving Day continues to multi fold the sales. Overall, 40 percent ($2.9 billion ) of the sales were happened through Smartphones – a new record with 21 percent growth as compare to the previous year.

The hike of 15.8% traffic was recorded as 61% shoppers began browsing through the mobile devices and 39% sales were made through smartphones.

As with yesterday, e-commerce “giants” with over $1 billion in sales annually were doing better than smaller sites: they had more smartphone sales, and 66% conversions on browsers on smartphones, Adobe said. They have overall also seen a 62% boost in sales this season, versus 27% for smaller retailers.

Another interesting sales stats came out during this sale where BOPIS outperformed sales of Non-BOPIS by 64 percent.

Cyber Monday

Thanksgiving 2019 and Black Friday already contributed well enough to make Cyber Monday another successful and biggest than before. It was projected to shell out $8 billion sales, As per salesforce,

A record $9.4 billion was spent online by the end of Cyber Monday, an increase of 19.7 percent from 2018 where it was accountable for $7.9 billion.

Again, the smartphone’s played well and was accountable for 33% of overall sales with mobile transactions went up to $3.1 billion i.e. 46% more as compare to 2018.

BOPIS retailers (45 percent) also outperformed Non-BOPIS as the consumers avoided waiting for the longer hours to get their orders, said Adobe.

After 10:00PM, Traffic remains at it’s peak – making 30 percent of the total sales. Moving onto conclusion of the sales season. Christmas figures are still awaited and it’s accountability and impact will remain till the new year.

Counting on the paid search contribution, it’s easily understandable that why big players like Amazon are working around paid advertising enhancement. No doubt, it’s additional burden on the seller but worth giving it a try.

BOPIS retailers remain the another emerging sales driver as they have grown 40.9 percent over 2018. Understating the whole sales season,

“Cyber Monday 2019 has now become the retailer’s biggest shopping day of all time, based on the number of items sold worldwide”, said Amazon.

Competing with Amazon and Target, Walmart became the No. 1 shopping app in the U.S. on Black Friday for the first time ever, according to Sensor Tower Analysis.

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