Black Friday slow following strong Thanksgiving

Early online sales reports indicate slower traffic this Black Friday after shoppers embrace extended sales on Thanksgiving Day.

"Early morning Black Friday shopping is lower than expected due to the surge of shopping on Thanksgiving Day and many of the most wanted products are already out of stock," said Tamara Gaffney, principal research analyst, Adobe Digital Index. "Retailers are expected to release more sale items throughout the day today in an attempt to keep the sales volume activity going, and we expect Black Friday to close out as predicted at $2.7 billion."

Thanksgiving produced record sales to the tune of $1.73 billion in online sales, proving that shoppers will indeed interrupt a holiday meal for a deal. Fifty-seven percent of traffic came from mobile devices.

Limited doorbuster-type sales accounted for 40 percent of sales volume on Thanksgiving, but also attributed to high out-of-stocks, 600 percent higher than normal for electronics and 300 percent higher for toys.

There was slightly more discounting this year than last, but online average purchases increased 9 percent to $162.

"Shoppers embraced Thanksgiving Day online with stronger than expected sales throughout the day, totaling $1.73 billion," Gaffney said. "Emails from retailers drove 25 percent more shopping than last year and contributed to a huge mobile shopping day with 37 percent of sales coming from smartphones and tablets."

Thirty-seven percent of sales came from mobile devices, up from 29 percent in 2014. Adobe measures 80 percent of all online transactions from the top 100 U.S. retailers.

For more:
-See these Adobe charts

Related stories:
Spending to jump 25% Thanksgiving weekend
Walmart's omnichannel holiday strategy
Walmart, Toys R Us most expensive for toys
Holiday Web traffic peaked on Cyber Monday 2014
Best online deals to hit Thanksgiving Day