US consumers embraced the digital age of shopping on Black Friday, spending a record-breaking $10.8 billion online.
This marks a 10.2% increase from the previous year, according to data released by Adobe Analytics.
The trend towards online shopping continues to gain momentum, with consumers increasingly turning to their smartphones, laptops, and other devices to snag the best deals.
E-commerce giants like Amazon and Walmart, which have heavily invested in online shopping infrastructure, are likely to benefit significantly from this shift in consumer behavior.
Popular Purchases:
- Beauty and Wellness: Makeup, skincare, and haircare products were among the top-selling items.
- Electronics: Bluetooth speakers and espresso machines proved popular choices.
- Holiday Gifts: Toys, jewelry, and appliances experienced significant sales boosts, with toys seeing a remarkable 622% increase compared to October averages.
While online retailers are thriving, traditional brick-and-mortar stores may face challenges.
The shorter holiday shopping season, with only 26 days between Thanksgiving and Christmas, could impact the sales of department stores like Macy’s and Kohl’s, as well as big-box retailers like Target.
As e-commerce continues to dominate the retail landscape, retailers must adapt to changing consumer preferences and invest in digital strategies to remain competitive.
