Adobe, who monitored over 22.6 billion website visits on Black Friday, have just released their online shopping data. With record online sales exceeding $3.34 billion, it also became the first retail day in history to drive over $1 billion in mobile revenue.
Adobe's Black Friday report is based on the aggregated and anonymous date from 22.6 billion visits to retail websites. Out of the top 100 US retailers, Adobe measures 80 percent of all online transactions. From this data it uses a predictive model powered by Adobe Sensei to forecast the sales.
Let's take a look at the figures released by Adobe
- Thanksgiving generated $1.93 billion in online sales
- Black Friday generated $3.34 billion in online sales, a 21.6 percent growth over the previous year.
- Total Black Friday and Thanksgiving sales exceeded $5.27 billion, an increase of 17.7 percent over the previous year.
- Black Friday became the first day in retail history to drive over one billion dollars in mobile revenue at $1.2 billion. This represents a 33 percent growth over the previous year.
In addition to the increased level of sales, the mobile conversion performance improved over previous holiday averages:
- Smartphone conversion rate — 2.4 percent, compared to a holiday average of 1.3 percent
- Tablets conversion rate — 4.6 percent, compared to a holiday average of 2.9 percent
- Desktop conversion rate — 5.5 percent, compared to a holiday average of 3.2 percent
The average order value on iOS smartphones ($142) was higher compared to Android smartphones ($130).
“Shoppers hit the buy button at unprecedented levels as conversion rates were up nearly a full percent across all devices in the evening hours on Black Friday,” said Tamara Gaffney, principal analyst and director, Adobe Digital Insights. “With the full day total coming in at $3.34 billion, Black Friday may have just dethroned Cyber Monday's position as the largest online shopping day of the year. Shoppers are still buying at higher than expected levels in the early morning hours of Small Business Saturday.”
While the report does not cover the days following Black Friday, including Cyber Monday, Giving Tuesday, or Green Monday, they have previously published some retail predictions:
- As you can see, their predictions for Thanksgiving and Black Friday were slightly under the actual figures released Saturday.
- The sales revenue for Cyber Monday is expected to be even greater than that of Black Friday, by around 10 percent. Based on this forecast, we can expect Cyber Monday sales revenue of around $3.7 billion.
- Giving Tuesday, and Green Monday are also big retail sales days.
- Adobe predicted that mobile shopping will exceed desktop shopping, but the conversion rate will remain low. This indicates shoppers feel more comfortable purchasing on a desktop once they have found something to purchase on the mobile. This has implications for interpreting your analytics data, but also shows that more needs to be done to improve the mobile checkout process.
It is clear that the rise of mobile in e-commerce cannot be ignored, and with conversion rates for mobile up significantly over previous years customers are clearly becoming more accepting of undertaking commercial transactions on a smartphone.
This data should come as no surprise, with Google already heavily promoting the optimization of the mobile web with various projects:
- AMP pages — These work by creating a version of the page that is highly optimized, and adhering to very strict coding standards. The idea is that the whole page is optimized just for speed. The problem some webmasters are finding is that conversion rates can be lower on the streamlined AMP pages. You can see this page's AMP page by appending "/amp/" to the end of the URL. You can read more about AMP pages here.
- Mobile-first indexing — Google is currently testing a change to its index where the mobile version of your website is indexed over the desktop version. This may affect websites who have more streamlined mobile versions of their website, perhaps with hidden content, or shortened descriptions or titles. You can read more about the proposed changes here.
- Mobile-friendly test — Google already provides a boost to websites that are mobile-friendly in the mobile search results. If you have not got a mobile-friendly website, then this should be your top priority. You can read more about the test here.
No matter what way you look at the mobile internet, its importance is only going to grow and you should already be optimizing the experience for your customers as a result.