Thanksgiving Day Online Sales Top $1 Billion, Largely Driven By Mobile

Sitting around the the dinner table wasn't the only thing on many Americans' agenda this Thanksgiving. Apparently, they were sitting at their laptops and tablets, too.

For the first time in history, online sales on Thanksgiving topped $1 billion, an 18 percent increase from last year's Turkey Day, according to an Adobe Digital Index 2013 online shopping report. On average, each online transaction came to a little over $127.

The increase was largely driven by mobile, as customers used their smartphones and tablets to browse deals, presumably while still spending time with friends and family before and after the Thanksgiving Day dinner and festivities. Adobe says that 24.2 percent of online sales occurred on tablets and smartphones combined, a record overall increase of 118 percent year-over-year. Apple's iPad alone accounted for $130 million of online sales, out of the $152 million spent via tablets overall.

Black Friday, too, saw a sharp rise in online sales, with $1.93 billion in revenue, a 30 percent increase over last year.

"Online shopping data shows that consumers took full advantage of their mobile devices to shop on Thanksgiving Day and 'omnishop' while in stores on Black Friday," Adobe Digital Index's principal analyst Tamara Gaffney said in a statement.

A seperate report from reserach firm Monetate, found that the increases in online shopping included a 73.6 percent rise in revenue from shoppers using tablets, a 50.7 percent rise in sales to smartphone users and a 39.8 percent increase in revenues via laptop and desktop computers based on data from nearly 30 million online shopping sessions.

Early estimates had predicted that compared to last year, $1.1 billion would be spent online on Thanksgiving and $1.6 billion would be spent on Black Friday, increases of 21 and 17 percent, respectively, year-over-year.

For more see:
This USA Today article
This Wall Street Journal article

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