Sales Report: 2017 Thanksgiving Day, Black Friday, Cyber Monday

Sales Report: 2017 Thanksgiving Day, Black Friday, Cyber Monday

November 30, 2017 5:01 pm

Strong progress marked vacation ecommerce income on 2017 Thanksgiving Day, Black Friday, and Cyber Monday, bringing some a lot-wanted cheer to nervous retailers. With sellers beginning reductions earlier and increasing them by means of December, retailers and analysts alike feared that these main vacation purchasing days may lose their luster.

General Outcomes

Adobe Analytics reported that American shoppers spent $19.sixty two billion on-line over the 5-day interval from Nov. 23, 2017 (Thanksgiving) by means of Nov. 27 (Cyber Monday). This was $2.6 billion and 15 % greater than they spent throughout the identical timeframe final yr.

Computer systems, televisions, and toys have been probably the most closely discounted gadgets through the three buying days.

In response to a joint Nationwide Retail Federation and Prosper Insights & Analytics survey, over sixty four million People shopped each on-line and in bodily shops from Thanksgiving Day by means of Cyber Monday. Roughly fifty eight million individuals selected to do their purchasing on-line solely, versus roughly fifty one million at bodily shops solely.

Shoppers who shopped at each on-line and bodily shops spent $eighty two extra on common than on-line-solely buyers, and $forty nine extra on common than bodily-shops-solely buyers. Shoppers spent a mean of $335.forty seven through the 5-day interval in response to the survey.

Roughly fifty eight million individuals selected to do their buying on-line solely, versus roughly fifty one million at bodily shops solely.

Black Friday was the preferred day for bodily shops, with seventy seven million buyers, adopted by Small Enterprise Saturday (Nov. 25) with fifty five million buyers. The highest two days for on-line buying have been Cyber Monday with greater than eighty one million guests and Black Friday with greater than sixty six million.

Buyers’ visits to bodily U.S. shops on Thanksgiving Day and Black Friday suffered a 1.6 % decline from 2016 in accordance with shopper analytics agency ShopperTrak.

Thanksgiving Day

Thanksgiving Day noticed a surge in on-line spending within the U.S., with purchases rising 18.three % to $2.87 billion in comparison with final yr’s $1.three billion, based on Adobe Analytics.

Personalization providers supplier Criteo reported that the variety of internet buyers on Thanksgiving Day grew by 5 % in comparison with 2016 and the variety of consumers elevated by 26 %.

Black Friday

Based mostly on Adobe Analytics knowledge, a document $5.03 billion was spent on-line on Black Friday, a rise of sixteen.9 % over final yr and a brand new document for the day. A great deal of the purchasing occurred on the web sites of bodily retailers.

The typical order worth got here in at $one hundred thirty five, up 1 % in comparison with final yr.

Cyber Monday

Adobe Analytics reported a report $6.fifty nine billion was spent on-line on Cyber Monday, a rise of sixteen.eight % over 2016, making it the most important on-line buying day in historical past and almost a billion dollars greater than final yr at $5.6 billion.

The typical order worth for Cyber Monday was the identical as final yr at $133.


Viewers perception consulting agency Hitwise estimated that Amazon accounted for forty five % of all on-line transactions on Thanksgiving Day. On Black Friday, Amazon accounted for fifty five % of all on-line transactions, in response to Dealerscope, a web-based journal.

With out giving any particular income figures, Amazon reported that Cyber Monday was its largest international gross sales day ever, exceeding this yr’s Prime Day, the earlier report holder. In line with Amazon, its greatest-promoting merchandise was the Echo Dot, the arms-free, voice-managed system that makes use of Alexa to play music, and hook up with sensible house units.


Smartphone customers accounted for forty six % of visits to ecommerce web sites and apps on Thanksgiving 2017 and 29 % of gross sales, in response to Adobe Analytics. Final Thanksgiving, 27 % of on-line retail income was attributed to cell phones.

On Black Friday 2017, smartphones and tablets collectively accounted for 36.9 % of all gross sales and fifty four.three % of all website visits. Of complete website visits, smartphones accounted for the overwhelming majority.

On Cyber Monday, cellular commerce set a brand new report, with its first $2 billion day, representing forty seven.four % of visits (39.9 % smartphones, 7.6 % tablets) and 33.1 % of income (24.1 % smartphones, % tablets). Smartphone visitors particularly grew 22.2 % yr-over-yr whereas income coming from smartphones — $1.fifty nine billion — represented 39.2 % progress over 2016.

Cellular transactions closed at a 12 % larger fee in comparison with Cyber Monday 2016. Conversion charges on smartphones have been at three.5 %, a ten % improve over final yr. For purchases made on smartphones, Apple iOS led with a mean order worth of $123, in comparison with Google Android at $one hundred ten.


  • Whereas many shoppers nonetheless benefit from the bodily-retailer buying expertise, extra of them are foregoing the jostling crowds. Brick-and-mortar retailers are getting an growing variety of gross sales from their web sites.
  • Higher cellular purchasing experiences signifies that Thanksgiving Day purchases are more and more occurring from a sofa or eating room desk and are siphoning gross sales from Black Friday.
  • Many retailers prolonged Cyber Monday reductions by way of Wednesday. Sooner or later we'll doubtless see a full Cyber Week.

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