Thanksgiving Day 2019 is the first ever to surpass $4 billion in online sales, according to Adobe, which tracks purchases on over 4,500 retail sites in America.
That’s double a typical good day’s sales, even in the holiday season.
In comparison, there were only eight days between November 1 and the 27th that surpassed even $2 billion. Not even Facebook and Instagram outages affected the sales volume, Adobe said.
Turkeys giving thanks they’re still alive …
Photo by Ruth Caron on Unsplash
My guess: Facebook being down might even have helped.
As a major shopping day in the Black Friday week arsenal, Thanksgiving is accelerating the strong sales momentum we’ve seeing throughout the season, particularly on mobile … it’s clear that shoppers are devoting more time to shopping on Thanksgiving than ever.
Adobe estimates that total sales volume for the day will be $4.4 billion, which is up 20.2% over Thanksgiving Day 2018. Estimates for Black Friday shopping factor in the same level of growth, and sales volume should hit $7.5 billion tomorrow.
Also up: BOPIS, or Buy Online, Pick Up In Store.
BOPIS spending has seen strong growth, Adobe says. It’s up 33.2% year over year, and helps traditional retailers compete with e-commerce retailers. Average order value is lower, but an Adobe survey says that 82% of those who buy online and plan to pick up the product in-store also plan on doing some extra shopping while they’re there.
Mobile is accounting for almost half of all sales: 46.4%, as of 5PM Eastern, says Adobe. That’s up over 30% from last year as people get more comfortable with not just browsing for products on their phones but also completing purchases.
Total spend for the holiday season now stands at over $57 billion, up 16.4% from last year, and Adobe is forecasting $7.5 billion in sales tomorrow, on Black Friday.
Cyber Monday? That should see $9.4 billion.
And the full holiday season could hit $143.7 billion spent online.