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Adobe Monitors Thanksgiving Day Shopping Activity

Holiday shopping
Holiday shopping 2019

Adobe Analytics saw 14.5% growth in online shopping by 10 am on Thanksgiving Day and forecast sales of $4.2 billion for the day, up from $3.7 billion in 2018.

It’s been tracking holiday shopping and noted some interesting data points – including the fact that all 27 days in November surpassed $1 billion in sales – and 8 of those days rang up over $2 billion!

It also pointed to the following record-breaking sales as noteworthy:

  • Between 11/1 and 11/27, a whopping $53B have been spent online, a comparable 16.1% growth YoY (year over year);
  • The day before Thanksgiving (11/27) brought in $2.9B, representing a 22% increase from 2018;
  • Consumers have made $18.2B in purchases via smartphones this season, representing 49.5% growth YoY.

Looking ahead, Adobe Analytics is forecasting 20.5% year-over-year growth for Black Friday and 19.1% growth for Cyber Monday.

Adobe Analytics analyzes over a trillion visits to over 4,500 retail sites, and on Thursday it reaffirmed its full season (Nov-Dec) forecast of $143.7 billion in online sales.

Update 11/28/19: Adobe issued another update this evening: “Today will be the first Thanksgiving Day ever to surpass $4B in online sales. Thanksgiving Day is expected to set new records, with $2.1B spent as of 5 pm ET, representing 20.2% YoY growth. Online spend in the US is on track to hit $4.4B by end of day today.”

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.