ALEXANDRIA, Va.—This year’s Black Friday was the biggest one ever for online shopping. According to Adobe Analytics, online sales hit $7.4 billion. Adobe measures sales at 80 of the top 100 U.S. online retailers, Marketwatch reports.
All the online shopping may have helped thin crowds at malls. Despite earlier and deeper discounts offline, Black Friday remained a day when shoppers came online looking for even better offers. Consumers appear more comfortable buying bigger ticket items online. The Average Order Value (AOV) also set a record for Black Friday at $168, up 5.9% year over year.
Consumers who didn’t want to shop in stores nonetheless flocked there to pick up goods with click-and-collect orders (BOPIS—buy online, pick up in store/curbside) growing a strong 43.2% year on year, a sign that retailers are successfully bridging online and offline retail operations. Black Friday was also the biggest day ever for mobile shopping with $2.9 billion in sales coming from smartphones alone. Of all e-commerce sales, 39% were made on a smartphone, a 21% increase year on year.