According to Tamara Gaffney, principal research analyst, Adobe Digital Index, the US online phenomenon called Black Friday hit $4.45 billion, and its companion Cyber Monday will hit a record $3 billion in sales.
While adequate stock was at each merchant Adobe’s monitoring shows:
- Out-of-stock incidents were more than double normal levels and are coming in higher than originally projected due to strong sales in toys, especially Star Wars items.
- Toys products at risk of running out-of-stock: LEGO Large Creative Box; Crayola Fabulous Art Kit; Pie Face; Doc McStuffins Get Better Checkup Center Playset; Bladebuilders Star Wars Episode 7 Jedi Master Lightsaber; and Star Wars: The Force Awakens 6-Inch Figures.
- Electronic products at risk of running out of stock: Samsung 4K TVs; PlayStation 4 UNCHARTED: The Nathan Drake Collection Console Bundle (PS4); Xbox One Fallout Bundle; Amazon Fire 7” 8GB; Beats Solo On-Ear Headphones (Red); and NBA 2K16 (PS4)
That should give you a hint as to what the ankle biters want for Xmas.
Online door buster deals - products with limited quantity and available for a limited time - accounted for 40 percent of all online sales.
Record Spend: Discounts averaged 24%. Promotions via email drove 25% more sales than in 2014 with more than 15% percent of sales referrals.
Mobile – iOS vs Android: $905 million in sales via mobile devices, 33.2% of sales (vs. 27% in 2014). $368 million spent via iPhone, $180 million via Android phones. $302 million spent via iPads. $50 million via Android phones. Apple users spend more!
Social Buzz: 25% more social media buzz than last year with nearly 4 million mentions. Amazon came out on top with over half a million social media mentions, more than 2x Target and WalMart combined. Gap with its active customer service activity on Twitter saw largest increase in buzz for retailers with 250% YoY.
Top best-selling electronic products on Black Friday were Samsung 4K TVs, Apple iPad Air2, Microsoft Xbox One, Apple iPad Mini and Sony PS4. The most popular toys were Lego Dimensions, Shopkin dolls, Lego Star Wars, Barbie Dream House and Lego Friends.
Mobile (smartphone) shopping saw strong growth with a 34% of sales. The role of tablets continued to decline driving only 15% of sales on Black Friday, a 2% decrease YoY.
Smartphones generated a record 22% share of sales, 70% 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.
It will issues updates for Cyber Monday here.