Shoppers turned to their computers for Black Friday sales

Shoppers turned to their computers for Black Friday sales

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.

According to Adobe Analytics, holiday shoppers spent an additional $4.2 billion on Thanksgiving Day to create a combined total of $11.2 billion over the two days.

So far, the most popular items being snagged in virtual stores includes: NERF, Frozen 2, Paw Patrol toys, as well as video games like "Madden 20, ' 'FIFA 20" and Nintendo Switch. Some large retailers have struggled this year, with shares at Kohl's, Gap and Macy's down 25% or more to date, but others have successfully weathered customers' increased preference for online shopping. Much of the shopping is happening on people's phones, which accounted for 39 per cent of all online sales Friday and 61 per cent of online traffic.

The spending estimate from Adobe Analytics, which measures sales from the 80 of the top 100 USA retailers, was a 20 percent increase from a year ago, Reuters reported. It is also a sign of how Thursday evening store openings have continued to hurt what has traditionally been a day that kicked off the USA holiday season.

A full $2.9 billion of Black Friday sales happened on smartphones.

"With Christmas now rapidly approaching, consumers increasingly jumped on their phones rather than standing in line", said Adobe analyst Taylor Schreiner. They have overall also seen a 62% boost in sales this season, versus 27% for smaller retailers.

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Even more were shopping online and on smartphones.

Retail NZ spokesman Greg Harford said there appeared to be "lots of good sales around". Adobe noted that Average Order Value was $168, a new record level yesterday for Black Friday, up 5.9% on a year ago. Or, bigger online retailers can simply afford to give bigger markdowns.

Price comparison site PriceSpy found nearly half of Kiwis it recently surveyed were planning to buy something on Black Friday, and uptake on its site showed that stores were getting increasingly competitive, slashing prices ahead of Friday. Edison Trends notes that some big platforms are actually seeing very mixed results this time around.

With Thanksgiving landing six days later than previous year, retailers invested more into their seasonal advertising and laid out steep discounts for customers on everything from appliances to sporting goods.

Cyber Monday sales are poised to outshine 2018's record by 19 per cent.

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