U.S. Black Friday online shopping data released! Hot selling categories & latest trends

Adobe recently released online shopping data for Black Friday (November 25) in the United States. The analysis covers more than 1 trillion visits to U.S. retail websites, 100 million SKUs, and 18 product categories.

According to Adobe Analytics, online sales in the United States on Black Friday in 2023 broke records again, reaching $9.8 billion, up 7.5% from the same period last year.

Data shows that during Black Friday, 80% of online orders chose the cheaper "standard" delivery, which means that American consumers are still concerned about spending.

Electronics became the driving factor for the growth of online sales, with online sales of electronics increasing by 152% on Black Friday compared to the average daily sales in October 2023. In addition, sales of smart watches (+577%), TVs (484%) and audio equipment (376%) also increased significantly compared to daily sales. In terms of sales, hot-selling items during Black Friday included toys, games, Bluetooth headsets, smartphones, skin care products, cookware sets and coffee machines.

On Black Friday, smartphone sales grew by an astonishing 10.4% year-over-year, accounting for 54% of all online sales, or $5.3 billion. In addition, mobile sales surpassed desktop sales, accounting for more than 51% of sales.

Based on the strong performance of Black Friday, Adobe expects that the shopping enthusiasm of American consumers will continue to rise throughout the shopping week, with online spending on November 25 reaching $4.8 billion, online spending on November 26 reaching $5.2 billion, and Cyber ​​Monday (November 27) reaching $12 billion.

It is worth noting that inflation was not a factor in online spending growth this Black Friday. The report pointed out that strong online sales continued to be driven by increased consumer demand rather than higher item prices. Adobe's Digital Price Index shows that online prices in the electronics category have fallen for 14 consecutive months (down 6% year-on-year in October 2023). Electronics, as the category with the largest sales share, have an important impact on the overall price trend.

Vivek Pandya, principal analyst at Adobe Digital Insights, stressed that the momentum of online sales on Black Friday this year further highlights the staying power of holiday shopping. Consumers still expect to get the best discounts on these days, and retailers work hard to provide offers. As a result, Cyber ​​Monday sales are expected to break records again.

Editor ✎ Nicole/

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