Biggest Black Friday and cyber Monday this year, as expected, became the biggest online stores because of the pandemic, COVID-19. Adobe Analytics has published its first data analysis of transactions during the sales on web sites 80 of the 100 largest online shops in the USA.
Pandemic coronavirus changed consumer habits of the US, which chose this year’s “shopping on the couch”, instead of going to malls and supermarkets.
In addition, sales this year began in October and stores have announced a longer discount periods to reduce traffic in physical stores and the load on service delivery in the online stores.
The Analytics Adobe Analytics published a preliminary data analysis of transactional web sites 80 of the 100 largest online shops in the USA. As of late Friday, the volume of online sales close to the amount of $8.9 billion to $9.6 billion, which is 20-29% more than last year. As of 16:00 Eastern time, almost 42% of total sales were smartphones, which is 7% higher than last year.
The day before Black Friday – thanksgiving statistics of online sales was also a record: the growth of 21.5% to $5.1 billion
According to a forecast from Adobe, cyber Monday will be the third largest day of online sales in history with a total of $11.2 billion to $13 billion, which is 19-38% more than last year.
The advantage had those sellers that offer pickup of online orders (pick-up) and faster home delivery – these sites had an increase in the conversion ratio of traffic on average 31% more than in the same period last year.
The largest growth in online sales was in the States with the worst statistics of morbidity COVID-19 and quarantine restrictions.
During Black Friday was the best selling toy brand, Nerf, LEGO and video games, including Super Mario 3D All-Stars, Madden NFL and NBA 2K21 2. In the category of electronics bestsellers were the Apple AirPods, fryers and Amazon Fire TV.
At the same time, according to Adobe, clothing sales were below last year, as consumers under distance learning and remote work were less in need of new clothes. Although the thanksgiving Day spending on clothing has increased, compared with the average daily costs of retailers in October, they were below last year’s levels.
According to Taylor Schreiner (Schreiner Taylor), Director of Adobe Digital Insights, major online stores received a jump in sales also due to the fact that together with the technique Black Friday buyers bought and everyday goods (food, alcohol, personal hygiene), whereas previously these purchases were treated to traditional offline shopping.
According to preliminary data Sensormatic Solutions, attendance at physical stores on Black Friday fell by 52.1% compared to last year.
