People visit stores in Hudson Yards during the early opening Black Friday sale in Manhattan, New York, on November 27, 2020.
Eduardo Munoz | Reuters
Black Friday online spending this year soared nearly 22%, according to Adobe Analytics, breaking a new record as the Covid pandemic pushed more people to shop from the sofa and avoid crowded stores and malls.
According to Adobe, which analyzes website transactions for 80 of the top 100 US online retailers, the day after Thanksgiving, consumers spent $ 9 billion online, up 21.6% year over year.
This makes Black Friday 2020 the second largest online spending day in US history after Cyber Monday last year, according to Adobe. Cyber Monday this year is expected to be the biggest digital sales day ever. Spending ranges from $ 10.8 billion to $ 12.7 billion, up 15% to 35% year over year.
"New consoles, phones, smart devices and televisions that are traditional Black Friday shopping are sharing the online shopping cart space this year with unorthodox Black Friday purchases such as groceries, clothing and alcohol that would have previously been bought in-store," said Taylor Schreiner, director of Adobe Digital Insights.
With many retailers starting their Christmas sales in October this year, tied to the delayed timing of the Amazon Prime Day event and putting more doorbuster deals online, shoppers had less reason to go to stores on Black Friday. People on their way were greeted with fewer lines and emptier parking spaces than Christmas sales events of the past.
On Black Friday, Adobe found that consumers were spending $ 6.3 million per minute online, or an average of $ 27.50 per person. Spending on smartphones grew 25.3% year over year to $ 3.6 billion, representing 40% of total ecommerce spending.
And as retailers from Target to Best Buy to Dick & # 39; s Sporting Goods encouraged customers to shop online and then safely collect their orders in stores, roadside pick-up usage on Black Friday increased 52% year over year, so Adobe.
Top Black Friday items included Hot Wheels, Lego sets, Apple AirPods, Apple Watches, Amazon Echo devices, and Samsung TVs as consumers scoured the internet for things to entertain themselves and their children, according to Adobe data.
This holiday season people are also turning to the internet for fresh groceries and snacks. Online grocery shopping on Black Friday was up 397% compared to the daily average in October, according to Adobe. Personal care product sales grew 556% and online pet product spend increased 254%.