Adobe Reports New Online Sales Records for Thanksgiving, Black Friday; $1.33 Billion and $2.4 Billion Respectively
29 November 2014 - 1:55PM
Business Wire
Sales via Smartphones Doubled, Tablet Sales Share Flat;
Singles’ Day to Surpass Cyber Monday in Online Sales Growth
Adobe (Nasdaq:ADBE) today released its 2014 Digital Index Online
Shopping data for the holiday season. Between November 1 and
November 28, $32 billion have been spent online, 14 percent more
than in 2013. Thanksgiving Day and Black Friday set new sales
records with $1.33 billion and $2.4 billion, respectively. Mobile
devices continued to play a dominant role. For the first time
smartphones nearly doubled their share of total online sales on
both days. November 11 (“Singles’ Day”) set a new sales record with
$1.29 billion and is expected to surpass Cyber Monday in growth
this year. The average order value for sales coming directly from a
social network was led by Facebook with $114.45.
The latest findings are based on the analysis of aggregated and
anonymous data of more than 350 million visits to 4,500 retail
websites. Adobe’s Online Shopping reports offer the most
comprehensive compilation of data in the industry. More than $7 out
of $10 spent online with the top 500 U.S. retailers are measured by
Adobe Marketing Cloud, more than any other technology company. 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 as well as other retail
data.
“Consumer use of larger screen smartphones helped drive
significant increases in mobile online sales – enough to set
records two days in a row,” said Tamara Gaffney, principal analyst,
Adobe Digital Index. “This year's Thanksgiving holiday results
demonstrated the power of big data to build predictive models. From
average discounts to mobile share and overall sales numbers, Adobe
hit the mark for the third year in a row.”
Key online shopping data and trends include:
- Total Online Spend: Consumers
spent $32 billion online so far this season, a 14 percent growth
year-over-year (YoY). Both Thanksgiving Day and Black Friday
saw double-digit growth in online sales, 25 and 24 percent
respectively. The increase in sales was driven by brick-and-click
retailers, who saw the biggest jump YoY with nearly 30 percent.
Online sales conversions also improved. 3.2 percent of visits
resulted in a completed shopping cart, up from 3.14 percent in
2013. The average order value was $149 on Thanksgiving Day, and
$142 on Black Friday. The number of people choosing to order online
and pickup in-store rose to 45 percent above normal on Thanksgiving
Day.
- Mobile Trends: Smartphones and
tablets continued to drive online sales. 29 percent of sales on
Thanksgiving Day came from mobile devices, up from 21 percent in
2013. Mobile devices drove 27 percent of sales on Black Friday,
three percent more than last year. The share for smartphones rose
to 13 percent and almost doubled compared to seven percent last
year. The share for tablets only increased slightly to 16 percent
from 14 percent in 2013. iOS users drove four times as much mobile
sales revenue as Android users, 79 and 21 percent
respectively.
- Best Deals: Between Sunday and
Monday before Thanksgiving the average online price fell 5.5
percent, 0.5 percent more than forecasted, representing the highest
price drop in a single day in 2014. Thanksgiving Day saw the lowest
prices online with an average discount of 25.2 percent, 1.2 percent
lower than in 2013.
- Impact of Social Networks: The
average order value (AOV) for sales coming directly from social
networks was led by Facebook with $114.45. Pinterest came in second
with $93.20, and Twitter drove online sales of $90.74 on average.
Pinterest saw the largest YoY increase in AOV, up 16 percent.
Facebook (seven percent) and Twitter (five percent) also saw slight
increases. Two percent ($74.6 million) of purchases came directly
from social media sites, which is flat compared to 2013.
- Singles’ Day Surprise: For the
first time, Singles’ Day let U.S. retailers start the holiday
shopping season earlier this year. Online sales on November 11 set
a new record with $1.29 billion, a 16 percent YoY increase, and
close to online sales on Thanksgiving with $1.33 Billion. Singles’
Day is expected to grow faster than Cyber Monday and become one of
the top five days with the lowest online prices this season.
- Top Gifts: Social media buzz
continued to be an early indicator for top gifts. 4K TVs saw the
biggest jump in social buzz month-over-month (MoM) with social
media mentions for Sony and Samsung increasing 350 percent. Fitbit
led the wearable device category, which had 100,000 social mentions
on Thanksgiving and Black Friday while iPhone 6 continued to lead
in the smartphone category.
About Adobe Digital Index
Adobe Digital Index publishes research on digital marketing and
other topics of interest to senior marketing and e-commerce
executives across industries. Research is based on the analysis of
select, anonymous and aggregated data from over 5,000 major
companies worldwide that use Adobe Marketing Cloud, one of the
world’s largest marketing technology platforms, which serves
two-thirds of the Fortune 50 companies including 17 out of the top
20 Internet retailers in the U.S.
Helpful Links
- Adobe Digital Marketing blog
- Twitter
- Facebook
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2014 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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Adobe Systems IncorporatedStefan Offermann,
408-536-4023sofferma@adobe.comorText100Melissa Chanslor,
415-593-8465adobe@text100.com
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