Thanksgiving and Black Friday saw record online sales, 24.2% from mobile

Thanksgiving and Black Friday saw record online sales, 24.2% from mobile
As you might expect, people often don't want to be put at risk of bodily injury in order to get good deals on consumer goods, which has led to more and more sales coming online each year on Thanksgiving and Black Friday. 2013 has been no different as Thanksgiving and Black Friday saw record online sales, and a substantial number of those sales came on mobile devices. According to Adobe Digital Index 2013 online shopping data, Thanksgiving Day and Black Friday saw online sales of $1.06 billion and $1.93 billion respectively. This marked an increase of 18% year-over-year for Thanksgiving, and over 30% year-over-year for Black Friday. 

Impressively, mobile devices accounted for almost 25% of all online sales. The data showed that 24.2% of online sales came from mobile devices, with 15.6% coming from tablets and 8.6% from smartphones. If you drill down even further in the data, you'll see that iOS devices generated more sales by far compared to Android and other mobile platforms. 

If you were to do the math, mobile devices accounted for approximately $723.6 million of the $2.99 billion in online sales for the two days. In that time, iOS devices generated $543 million in sales, while Android accounted for just $148 million. Together that is $691 million, leaving just $32.6 million in sales for Windows, BlackBerry, and the other mobile platforms. Specifically the iPad was where the most mobile shopping was done, with $417 million in online sales coming on Apple's tablets. 

Not surprisingly, the most online shopping was done in regions of the U.S. where proper shopping areas are few and far between, with the biggest regions for online shopping being: Vermont, Wyoming, South Dakota, North Dakota, Alaska, and Montana. Of course, not all of the mobile sales were done from the comfort of home. More and more sales came from customers who were in physical stores and comparing deals across retailers. And, a big part of the equation that can't really be seen in the data is how many customers may have used mobile devices to force price matching based on deals offered elsewhere (which is one of our favorite things to do in Best Buy). 

These numbers don't quite match what IBM has reported, but the general trend of mobile purchases being done on predominantly on iPads does hold.

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7 Comments

1. Finalflash

Posts: 4062; Member since: Jul 23, 2013

Might want to make it a bit more inflammatory there Michael, this doesn't even hold a candle to Alan's interpretation. Your headline might actually make them read the article and not automatically go into reactionary iFanboy mode.

7. androiphone20

Posts: 1654; Member since: Jul 10, 2013

*Red flag* That's the figure that Apple holds 82% for...just saying

2. Sauce unregistered

Who would of thought the citizens of Vermont, Wyoming, South Dakota, North Dakota, Alaska, and Montana spent the most, out of all the states. Especially the NY/CT area.

3. Pattycakes

Posts: 22; Member since: Oct 20, 2013

In Ny/CT you can go to the store and buy your things which is a lot easier. I've been to Wyoming twice and it's literally in the middle of nowhere hard to find stores and stuff. It doesn't surprise me that they accounted for most of the online sales because some of those states are pretty barren.

5. Sauce unregistered

Great point, but I'm thinking the opposite. The population is very dense in NY/CT, and shopping always becomes a hassle around my area (Fairfield County). But yes, I could also agree with your statement.

4. Commentator

Posts: 3722; Member since: Aug 16, 2011

"Other top states, such as Wyoming, are predominantly rural, so online shopping is the only method of accessing door-busting deals." From the original Adobe Digital Index article. Makes sense.

6. Sauce unregistered

+ 1. Thank you :)

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