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Sales Report: 2017 Thanksgiving Day, Black Friday, Cyber ​​Monday

Strong growth has marked the holiday eCommerce recipes in 2017 Thanksgiving Day, Black Friday and Cyber ​​Monday, bringing a little needed cheer to nervous merchants. With sellers starting the cuts earlier and extending them until December, retailers and analysts feared that these important holiday shopping holidays might lose their luster.

General results

Adobe Analytics reported that US consumers spent $ 19.62 billion online over a five-day period, from November 23, 2017 (Thanksgiving) to November 27 (Cyber ​​Monday). That was $ 2.6 billion and 15% more than what they had spent in the same period last year.

Computers, TVs and toys were the least sold items during the three days of shopping.

According to a joint survey by the National Retail Federation and Prosper Insights & Analytics, more than 64 million Americans have been shopping online and in Thanksgiving Day's physical stores on Cyber ​​Monday. About 58 million people chose to shop online only, compared to about 51 million in physical stores only.

Consumers who shop at online stores and in physical stores spent an average of $ 82 more than online shoppers alone, and $ 49 more on average than physical shoppers alone. Consumers spent an average of $ 335.47 during the five-day period according to the survey.

About 58 million people chose to shop online only, compared to about 51 million in physical stores only.

Black Friday was the most popular day for physical stores, with 77 million consumers, followed by Small Business on Saturday (25 November) with 55 million consumers. The first two days for online shopping were Monday Cyber ​​with over 81 million visitors and Black Friday with over 66 million.

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Shoppers' visits to US physical stores on Thanksgiving Day and Black Friday were down 1.6% from 2016, according to ShopperTrak, an analyst firm. customer base.

Thanksgiving Day

Thanksgiving Day saw an increase in online spending in the United States, with purchases up 18.3% to $ 2.87 billion from $ 1.3 billion. last year, according to Adobe Analytics.

The Criteo personalization service provider reported that the number of online shoppers on Thanksgiving Day grew by 5% over 2016 and the number of shoppers rose by 26%.

Black Friday

Based on data from Adobe Analytics, a record $ 5.03 billion was spent online on Black Friday, an increase of 16.9% over last year and a new record for the day. A good portion of the purchases took place on the websites of physical retailers.

The average value of orders is $ 135, up 1% from last year.

Cyber ​​Monday

Adobe Analytics reported that $ 6.59 billion was spent online for Cyber ​​Monday, which is 16.8% more than in 2016, making it the biggest day in the world. online shopping history and $ 5.6 billion.

The average order value for Cyber ​​Monday was the same as last year at $ 133


The Audience Insight consulting firm estimated that Amazon accounted for 45% of all online transactions on Thanksgiving Day. On Black Friday, Amazon accounted for 55% of all online transactions, according to Dealerscope, an online magazine.

Without giving any specific business numbers, Amazon reported that Cyber ​​Monday was its biggest selling day in the world, surpassing this year's Prime Day, the previous record holder. According to Amazon, her best-selling item was Echo Dot, the voice-activated hands-free device that uses Alexa to listen to music and connect to smart home devices.

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Smartphone users accounted for 46% of visits to e-commerce websites and applications for Thanksgiving 2017 and 29% of sales, according to Adobe Analytics. Last Thanksgiving, 27% of online retail revenue was attributed to mobile phones.

At Black Friday 2017, smartphones and tablets together accounted for 36.9% of all sales and 54.3% of all site visits. Of the total site visits, smartphones accounted for the vast majority.

The cyber-commerce broke a new record with 47.4% of visits (39.9% of smartphones, 7.6% of tablets) and 33.1% of revenues (24.1% of smartphones, 9 , 0% of tablets). Smartphone traffic grew 22.2% year-over-year, while smartphone revenue ($ 1.59 billion) was 39.2% higher than in 2016.

Mobile transactions closed at a rate 12% higher than Cyber ​​Monday 2016. Conversion rates on smartphones were 3.5%, an increase of 10% over the previous year. ;last year. For purchases made on smartphones, Apple iOS has been running with an average order value of $ 123, compared to Google's $ 110 Android.

Take-Out Food

  • While many consumers still enjoy the physical shopping experience, more and more of them give up the scramble crowd. Brick and mortar retailers are getting more and more sales from their websites.
  • Better mobile shopping experiences mean that Thanksgiving Day purchases are occurring more and more from a couch or a dining table and siphon them away. Black Friday sales.
  • Many traders extended the discounts from Cyber ​​Monday until Wednesday. In the future, we will probably attend a full Cyber ​​Week.