Adobe Data Uncovers Thanksgiving Online Spending Surge to $6.1 Billion

This Thanksgiving, online shopping took center stage, with Adobe data revealing a record-breaking $6.1 billion in sales, a 5.5% increase from last year. Consumers, lured by deep discounts and the convenience of online shopping, drove this unprecedented spending spree. Let's delve into the key trends and insights from this Thanksgiving e-commerce blitz.



The most significant growth was seen in the toy category, with sales up a staggering 182% from average daily sales in October. Discounts on toys reached 28%, making them a popular choice among shoppers. Jewelry sales were also strong, up 126%, along with apparel (124%), electronics (113%), and personal care products (67%). Consumers took advantage of deep discounts on these products, with electronics and computers recording discounts of 27% and 22%, respectively.



Mobile shopping played a significant role in this Thanksgiving online sales surge, with nearly 60% of all Thanksgiving online sales made on mobile devices, accounting for $3.3 billion in spending. This marks a 14% increase year over year. Mobile sales and overall online sales peaked between 9 p.m. and midnight PT on Thanksgiving.

Retailers employed various strategies to drive online sales on Thanksgiving, capitalizing on consumer demand for deals and convenience. Discounting played a significant role, with electronics, toys, and jewelry seeing discounts up to 27%, 28%, and 22% respectively. Additionally, mobile sales reached an all-time high, accounting for 59% of Thanksgiving online sales, a 14% increase year over year. Mobile wallet usage grew by 44% year over year, driven primarily by Apple Pay. Social media ads also contributed to sales, with social media accounting for 13% of U.S. mobile traffic referrals to retailers. These strategies effectively capitalized on consumer behavior, driving significant online sales on Thanksgiving.

Looking ahead, online spending on Black Friday is expected to climb even higher, bringing in an expected $9.6 billion, up 5.7% year over year. Meanwhile, salesforce predicts that BOPIS (buy online, pick up in store) sales will increase on Black Friday as consumers look to avoid shopping in crowded stores. The strong start to Thanksgiving e-commerce sales sets the stage for the rest of the week, including Black Friday and Cyber Monday.

In conclusion, this Thanksgiving saw a record-breaking surge in online spending, driven by consumer demand for deals and convenience. The most significant growth was seen in the toy category, while mobile shopping played a crucial role in the overall increase in sales. Retailers employed various strategies to capitalize on consumer behavior, driving significant online sales on Thanksgiving. As we look ahead to Black Friday and Cyber Monday, the strong start to Thanksgiving e-commerce sales bodes well for the rest of the holiday shopping season.