Adobe released their reports on online shopping data for Cyber Monday, Black Friday and the whole Holiday season (starting on November 1st) in two different press releases.
According to their data, Black Friday marked a new online record for sales with 3.34 billion dollars, with a 21.6% growth year-over-year. The five top-selling electronic products on Black Friday were Microsoft's Xbox One, Apple iPads, Samsung 4k TVs, Apple MacBook Air, and LG TVs.
Over the course of Black Friday, the products most likely to go out of stock for electronics were the Nintendo NES Classic, PlayStation VR bundle, PlayStation 4 Call of Duty Black Ops bundle, Beats Solo, Nintendo 3DS XL Solgaleo Lunala Black Edition and Xbox One S Madden NFL 17 Console Bundle.
Last Saturday, when the Black Friday report was first released, Tamara Gaffney (principal analyst and director at Adobe Digital Insights) said:
Shoppers hit the buy button at unprecedented levels as conversion rates were up nearly a full percent across all devices in the evening hours on Black Friday. With the full day total coming in at $3.34 billion, Black Friday may have just dethroned Cyber Monday's position as the largest online shopping day of the year. Shoppers are still buying at higher than expected levels in the early morning hours of Small Business Saturday.
However, she was quickly proven wrong since Cyber Monday surpassed Black Friday with 3.39 billion dollars in sales (10.2% growth year-over-year), thus becoming the largest online sales day in history.
On this surprising result Gaffney said:
Cyber Monday is on track to be the biggest online shopping day ever, surpassing our forecast by almost $27 million or 0.8 percent. This indicates that consumers still had more appetite for online shopping despite the incredible volume of online sales on Black Friday. Prices are expected to start climbing after today as retailers shift attention to extend the season late into December with quick shipping deals and the option to click and collect in store.
When it comes to gaming consoles, Sony's PlayStation 4 seems to have sold extremely well during Cyber Monday. It joined Microsoft's Xbox One in the five top-selling electronic products (the others were Samsung 4K TVs, Apple iPads and Amazon Fire).
Moreover, according to Adobe PlayStation 4 was the best-selling console for the entire season (November 1-28) while Pokémon Sun & Moon leads in software sales, Samsung 4K TVs lead in television sales and iPad Air 2 leads in tablet sales.
If you're curious about Adobe's reports, they are based on 22.6 (for Black Friday) and 23 (for Cyber Monday) billion visits to retail websites which are then analyzed as described below by the firm.
Adobe measures 80 percent of all online transactions from the top 100 U.S. retailers, more than any other technology company (according to the Internet Retailer’s 2016 Top 500 eGuide), and uses its proven, predictive model powered by Adobe Sensei to calculate the remaining hours of the day. Seven dollars and fifty cents out of every 10 dollars spent online with the top 500 U.S. retailers goes through Adobe Marketing Cloud. The tremendous volume of data puts Adobe in the unique position to deliver highly accurate, census-based online sales totals, pricing and product availability trends.
