USA shopping season starts with record high online sales

30 November, 2017, 13:13 | Author: Regina Lloyd
  • Black Friday shoppers in London

The National Retail Federation, which had foretold strong holiday sales helped by improving consumer faith, said on Friday that fair weather across much of the nation had also helped attract customers into stores.

The online sales on Black Friday and Thanksgiving rose to 7.9 billion dollars, a record high, and up 17.9 percent from a year ago, said Adobe Analytics in a latest report, which covers transactions at the largest 100 USA online retailers. Not only were dollar-off discounts better, but consumers were more likely to find deals that could be stacked using Cash Back Offers and/or discount e-gift cards combined with retailers' typical promo codes or sales for maximum savings.

"This is due in large part to deeper discounts on Monday than on Friday, and lower (or no) free shipping thresholds", wrote Rick Kenney, Head of Consumer Insights at Salesforce Commerce Cloud in a blog post. Black Friday still dwarfs Cyber Monday in this department, with 2.07 million day-related terms and messages with a potential reach of 29 billion during the same time. They spent $49 more on average than in-store-only shoppers.

Expected shopping surge in the late hours of Cyber Monday: Three hours in the evening of Cyber Monday (8-11 p.m.in each local market) are expected to bring in more online revenue than the average 24-hour day.

Top retail promotion drivers: Search drove the majority of online sales on Cyber Monday at 41.7 percent (paid search at 22.9 percent, organic search at 18.8 percent).




Earlier this year, the National Retail Federation projected Christmas spending to increase between 3.6 percent and 4 percent to about $680 billion.

The amount spent on United Kingdom online retail sites on Black Friday 2017 was up 11.7% to £1.39bn. Adobe expects online sales to top $107 billion this holiday season. "We have nearly five weeks to go [until Christmas], lots of things can change, but we are certainly encouraged to start off from a position of strength".

Adobe Analytics measures 80 percent of online transactions at 100 major US retailers. Though, retail research firm ShopperTrak said store traffic fell less than 1 % on Black Friday, bucking industry foresight of a sharper decline. As a quick example, Apple over the course of Black Friday weekend reportedly sold 6 million iPhone X units, with most of those purchases being for the pricier - and more margin-friendly - 256GB model. The average order value (AOV) of a Cyber Monday purchase was $103, down from $106 in 2016, and $10 less than the AOV of Black Friday purchases.

Obviously there's a lot of buzz around online traffic, said Jill Standish, head of the retail practice at consulting firm Accenture.

And the number of Australian retailers getting in on the action is only set to grow. 51 million people shopped in store, 58 million shopped online, and 65 million shopped both in-store and online.

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