"Crossing the $10 billion mark is a big e-commerce milestone for Black Friday, for a day that in the past was more anchored towards in-store shopping," said Vivek Pandya, lead analyst, Adobe Digital Insight. "And with consumers getting more comfortable with everything from mobile shopping to chat bots, we have tailwinds that can prop up online growth for Black Friday moving forward."
Adobe stated that consumers in the U.S. spent a record $10.8 billion during Black Friday, representing a 10.2% increase from the previous year. Globally, spending reached $74.4 billion, marking a 5% increase year on year.
Salesforce reported that overall spending estimates for Black Friday were significantly higher, with $17.5 billion spent in the U.S., reflecting a 7% year-over-year growth. This indicates a solid consumer appetite for online shopping.
The numbers revealed an essential trend: despite the e-commerce growth observed in the U.S., the global market remains challenging due to varying cultural perceptions of Black Friday as a shopping holiday.
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