[November 28, 2014] |
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Adobe Reports New Online Sales Records for Thanksgiving, Black Friday; $1.33 Billion and $2.4 Billion Respectively
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 (News - Alert) 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:
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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 Thanksgivig
Day.
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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 (News - Alert) users, 79 and 21 percent
respectively.
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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.
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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 (News - Alert) 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.
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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.
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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 (News - Alert)
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
About Adobe Systems (News - Alert) 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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