So far, $470 million in goods have been sold online, according to Adobe, with more than a third of those sales coming from mobile devices.
Sales of that magnitude would come a day before Black Friday, which has traditionally kicked off the holiday shopping season.
"The strong online sales performance to-date suggests that holiday shopping starts much earlier than ever before," said Jason Woosley, vice president of commerce product and platform at Adobe, in a statement. He also pointed out that online sales between Nov. 1 and Nov. 27 are up 16.1% from the year-earlier period as "steep discounts on popular items like computers on the day before Thanksgiving indicate that many of the season's best deals are already up for grabs."
Still, Adobe expects Black Friday sales to reach $7.5 billion this year. That would represent a gain of 20.5% from 2018. Cyber Monday sales are also forecast to grow by nearly 20% to $9.4 billion. "What will be important for retailers to track is whether the early discounts will drive continued retail growth overall, or if they have induced consumers to spend their holiday budgets earlier," Woosley said.
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