Record-Setting Black Friday 2018 Nearly Sets U.S. Single-Day Online Sales Mark
The pace that was set on Thanksgiving Day very much carried over into Black Friday as consumers continued to open their digital wallets at a record-setting clip, according to the latest data from Adobe Analytics. The firm reported on Friday evening that consumers had spent $4.1 billion as of 8 p.m. Eastern Time, which represented 23.3 percent growth year over year, and spending was on pace to total more than $6.2 billion during the full 24-hour period across the country.
That figure would make Black Friday 2018 the second-biggest online shopping day ever, just behind Cyber Monday 2017’s record $6.6 billion in online sales.
As Adobe Analytics pointed out on Thursday, the trend of Black Friday shopping shifting to mobile devices was in full effect on this day. In fact, Adobe reported that the Black Friday purchases made on smartphones was on track to break the current record of single-day smartphone sales, which is $1.4 billion on Cyber Monday 2017. Further, more than one-third (34.3 percent) of all online Black Friday purchases have been made on a smartphone, as of this report, according to Adobe Analytics, which is up from 29.1 percent on Black Friday last year.