Black Friday's Hottest Online Products and Sales Data

December 1, 2015, Written By Bill Hardekopf
Black Friday Sale Tablet with words Black Friday in Text Bubble isolated on a white background

Consumers spent $4.45 billion online on Thanksgiving and Black Friday this year, and electronics and toys were tops in sales. The five best selling electronic products were Samsung 4KTVs, the Apple iPad Air 2, Microsoft’s Xbox One, the Apple iPad Mini and Sony’s PS4. Topping the popular toy list were Lego Dimensions, Shopkin dolls, Lego Star Wars, Barbie Dream House and Lego Friends.

Adobe’s online shopping data also revealed that $1.73 billion was spent online on Thanksgiving Day, which shows a 25% increase from Thanksgiving last year, and $2.72 billion was spent on Black Friday, a 14% increase. Online “doorbuster” deals accounted for 40% of all online sales.

Mobile shopping is growing and accounted for 34% of sales on Thursday and Friday, but tablet sales are declining. They accounted for only 15% of sales on Black Friday, which is a 2% decrease.

“U.S. consumers have turned into digital shopping ninjas this holiday season as retailers continue to adjust to a huge influx of smartphone shoppers,” said Tamara Gaffney, principal analyst, Adobe Digital Index.

Other Thanksgiving Day Findings

  • The average order was $162, a 9% increase from last year.
  • Discounts increased in the afternoon and evening. At the end of the day, the average discount on a product was 26%.
  • Out-of-stock incidents were 600% higher than normal for electronics and 300% higher for toys.
  • Mobile sales generated over $639 million in sales, which is a new record. Mobile shopping visits exceeded desktop shopping for the first time and accounted for 57% of shopping visits and 37% of sales.

Other Black Friday Findings

  • The average order was $141, a 2% decrease from last year.
  • The average discount was 24%, and consumers accessed these deals through shopper helper and review sites like RetailMeNot and CNet (34%), search ads (27%) and direct sales (21%). Social media display ads were offering the highest online discounts, but only 3% of consumers took advantage of them.
  • Mobile devices accounted for 53% of shopping visits and resulted in $583 million in sales. Android phones generated 33% of smartphone sales.

The information contained within this article was accurate as of December 1, 2015. For up-to-date
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