Adobe Data Shows Top Sellers on Black Friday: Samsung TVs, iPad Air 2, Microsoft XBox, Lego Star Wars, Shopkin Dolls
November 27 2015 - 8:47PM
Business Wire
$4.45 Billion Spent Online on Black Friday, Thanksgiving;
Mobile Sets New Record with 34 Percent Share in Sales
Adobe (Nasdaq:ADBE) today released its 2015 online shopping data
for Black Friday and Thanksgiving Day. A record $4.45 billion are
expected to be spent online by the end of the day - $2.72 billion
on Black Friday, 14 percent more than in 2014 and $1.73 billion on
Thanksgiving Day, a 25 percent increase year-over-year (YoY). The
five best selling electronic products on Black Friday were Samsung
4K TVs, Apple iPad Air 2, Microsoft Xbox One, Apple iPad Mini and
Sony PS4. The five most popular toys were Lego Dimensions, Shopkin
dolls, Lego Star Wars, Barbie Dream House and Lego Friends. Online
doorbuster deals - products with limited quantity and available for
a limited time - accounted for 40 percent of all online sales.
While mobile shopping saw strong growth with a 34 percent share
of sales, the role of tablets continued to decline. Tablets drove
15 percent of sales on Black Friday, a 2 percent decrease YoY.
Smartphones generated a record 22 percent share of sales, 70
percent more than in 2014. iPhones and iPads continued to drive the
majority of mobile sales with 67 and 84 percent respectively.
Products sold online saw an average discount of 24 percent. Social
media and display ads were the hidden gems for the highest online
discounts, but less than 3 percent of consumers took advantage of
them on Black Friday.
Adobe’s report is based on aggregated and anonymous data from
150 million visits to 4,500 retail websites and uses its proven
predictive model to forecast the remaining hours of Black Friday.
Adobe measures 80 percent of all online transactions from the top
100 U.S. retailers, more than any other technology company.* Seven
dollars and fifty cents out of every 10 dollars spent online with
the top 500 U.S. retailers go through Adobe Marketing Cloud. The
tremendous volume of data puts Adobe in the unique position to
deliver highly accurate, census-based online sales totals, pricing
and product availability trends.
“US consumers have turned into digital shopping ninjas this
holiday season as retailers continue to adjust to a huge influx of
smartphone shoppers,” said Tamara Gaffney, principal analyst, Adobe
Digital Index. “Heading into Cyber Monday, online only retailers
will take center stage and we are still calling for Cyber Monday to
be the largest online day of the year, breaking the $3 billion mark
and representing 12 percent YoY growth.”
Additional findings for Black
Friday:
- Total Spend: Consumers will
spend $2.72 billion online by the end of the day, 14 percent more
than in 2014. The average order value was $141, a 2 percent
decrease YoY.
- Out-of-stock Items: The five
products most likely to run out-of-stock soon are Amazon Fire 7”
8GB, Beats Solo on-Ear Headphones (Red), NBA 2K16 Game for Sony
PS4, Pie Face Game, and The Force Awakens 6” figure.
- Discounts: Shoppers saw average
discounts of 24 percent and turned to smaller discounts promoted on
shopper helper and review sites like RetailMeNot and CNET (34
percent share of online sales), followed by search ads (27 percent
share) and direct sales (21 percent share).
- Mobile Share: On Black Friday,
mobile devices drove 53 percent of shopping visits (40 percent
smartphones, 13 percent tablets) resulting in $583 million in
sales. Android phones generated 33 percent of smartphone
sales.
Thanksgiving Day:
- Total Spend: Consumers spent
$1.73 billion, 25 percent more than in 2014. The average order
value was $162.00, a 9 percent increase YoY.
- Discounts: Discounts increased
in the afternoon and evening hours, ending the day at 26 percent on
average.
- Top Products and Inventory: Top
sellers included Samsung 4K TVs, Apple iPad Air 2, Microsoft Xbox
One, Lego Dimensions, Barbie Dream House and Lego Creative Box.
Out-of-stock incidents were 600 percent higher than normal for
electronics and 300 percent higher than normal for toys.
- Mobile Share: For the first
time, mobile exceeded desktop shopping visits at 57 percent (43
percent smartphones, 14 percent tablets), while driving 37 percent
of online sales (22 percent smartphones, 15 percent tablets).
Mobile generated over $639 million in sales, a new record.
Helpful Links
- Adobe Digital Index 2015 Holiday Online
Shopping Predictions (Full Report)
- Interactive Infographic: Adobe Digital
Index Holiday Spending Report
- Adobe Digital Index 2015 Holiday
Shopping Quiz: Are You a Holiday Shopping Maverick?
- CMO.com Article
- Press Release: Adobe Data Shows 76
Percent of Online Holiday Sales Will be Spent on 1 Percent of
Product SKUs
- Adobe Digital Index Portal on
CMO.com
- Twitter
- Facebook
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
*Source: Internet Retailer’s 2015 Top 500 eGuide
© 2015 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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version on businesswire.com: http://www.businesswire.com/news/home/20151127005410/en/
Adobe Systems IncorporatedStefan Offermann,
408-536-4023sofferma@adobe.comKevin Fu,
415-832-2266kfu@adobe.com
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