First decline! Black Friday online sales in the United States reached $8.9 billion

According to a report released by Adobe, online sales on Black Friday in the United States this year reached $8.9 billion, a slight decrease from last year. In 2020, online sales on Black Friday in the United States were $9 billion, a year-on-year increase of 21.6%.

Adobe said this was the first time in history that online sales on Black Friday had negative year-on-year growth. Prior to Thanksgiving , online sales were also lower than expected, at $5.1 billion, the same as the same period last year.

Feedback from sellers also proves the quietness of this year's Black Friday: "Did I experience a fake Black Friday? The orders are even less than usual!"

Industry insiders believe that this year's online sales on Black Friday and Thanksgiving were not as expected, mainly because consumers were worried about logistics delays and began to shop in advance or shop during off-peak hours, so the orders for Thanksgiving and Black Friday were diverted. According to a survey by the National Retail Federation ( NRF) , 61% of consumers have already started buying holiday gifts before Thanksgiving, and some consumers even started holiday shopping in October.

Overall, sales during the US holiday shopping season will continue to grow this year. NRF expects holiday sales in November and December to grow by 8.5% to 10.5%, with total sales between $843.4 billion and $859 billion. Adobe previously predicted that US online sales during the holiday season (November-December) this year will reach $207 billion, a year-on-year increase of 10%.

Adobe said that consumers spent $ 8.99 billion online during this year's holiday season through Black Friday , and that e-commerce sales during Cyber ​​Monday will be between $10.2 billion and $11.3 billion.

Adobe's report also found a surge in buy now, pay later (BNPL) usage: total BNPL spending and order volume in November increased 422% and 438% respectively compared to 2019. In addition, curbside pickup usage is also on the rise, with 20% of all online orders on Black Friday using curbside pickup , according to Adobe . In November, curbside pickup usage increased 78% compared to pre -pandemic levels.

Mobile shopping sales accounted for 44.4% of Black Friday online sales, up 10.6 % year -on-year. Data shows that most consumers prefer to browse offers on their mobile phones before shopping on desktops. Compared with computers , smartphone visits accounted for 62.2%, an increase of 2.2% from 2020.

Black Friday

Thanksgiving Day

E-commerce