Black Friday sales hit $7.4 billion, the second-largest online shopping day ever, according to Adobe Analytics.
Black Friday online sales reached $7.4 billion, the second largest online shopping day ever, behind last year's Cyber Monday, according to Adobe Analytics."Small Business Saturday" has taken in about $470 million as of 9 a.m. ET, on pace to top $3 billion, according to Adobe.
The $7.4 billion marked the biggest sales day ever for Black Friday and trailed only last year's Cyber Monday's $7.9 billion for the number 1 spot of all-time in online revenue, according to Adobe's data. The average order value per consumer, at $168, was up nearly 6% year-over-year and also set a new Black Friday record. Adobe Analytics measures transactions from 80 of the top 100 U.S. online retailers.
"With Christmas now rapidly approaching, consumers increasingly jumped on their phones rather than standing in line," said Taylor Schreiner, principal analyst and head of Adobe Digital Insights, in a statement. "Small Business Saturday will accelerate sales for those retailers who can offer unique products or services that the retail giants can't provide."
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