Black Friday Sales Results 2019
Retail sales results for Thanksgiving and Black Friday 2019
Black Friday 2019 results are estimates covering all products, not only fashion, and the online side set the records. Adobe found that shoppers spent $4.2 billion online on Thanksgiving Day — a 14.5 percent increase year over year and a new record high — with 65 percent of digital orders placed via a mobile device. Digital spending continued on Black Friday to reach $7.4 billion for the two days combined. The store side moved the other way on the day itself: ShopperTrak found brick-and-mortar sales up on Thanksgiving but down on Black Friday. This results page records both halves of the weekend.
Don't ask me how they figure it out, but here is some sales report data for Thanksgiving & Black Friday 2019.
Note: these are obviously only "estimates". This is regarding all product, NOT only fashion.
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Adobe Systems found that shoppers spent 4.2 billion dollars online on Thanksgiving Day. That was a 14.5% increase year over year and a new record high with 65% of digital orders placed via a mobile device (smartphone). The digital spending continued on Black Friday to reach $7.4 billion as per Adobe. By the way, if you want to do the math that means Black Friday was $3.2 billion.
Data from ShopperTrack found that brick & mortar sales rose 2.3% on Thanksgiving, but fell 6.2% on Black Friday. Data Source Nasdaq Apparel Search Retrieved 12/2/19 from article at: https://www.nasdaq.com/articles/daily-markets%3A-investors-seeking-tangible-trade-progress-black-friday-data-comes-in-2019 |
Adobe Analytics: discover consumer spending trends to understand how
they are buying this season.
You may have interest in learning the difference between Black Friday & pre-Black Friday.
Doing the Math on the Two Days
The combined $7.4 billion two-day online total breaks down as $4.2 billion on Thanksgiving Day and $3.2 billion on Black Friday itself in the arithmetic this page lays out — a reminder that by 2019 Thanksgiving Day had become the larger single online shopping day of the pair in Adobe's counting, even though Black Friday kept the bigger name. The mobile share underlines why: 65 percent of digital orders placed via smartphone means the holiday's center of gravity sat in shoppers' hands on the holiday itself, at home, rather than in a Friday line. Data reported via Nasdaq supplied the Adobe figures, and the results should be read as estimates, as every figure in this series is.
ShopperTrak's physical-store data completes the picture: brick-and-mortar sales rose 2.3 percent on Thanksgiving but fell 6.2 percent on Black Friday, the mirror image of the online split. Read with the 2018 report and the 2020 results, 2019 is the last pre-pandemic reading of the pattern those years established — online and mobile compounding at double-digit rates, store traffic redistributing across the weekend rather than growing — before 2020 pushed the online shift into a step change. Researchers comparing store figures across this series should note that ShopperTrak measures store sales and traffic, while Adobe measures online transactions at major web retailers; the two series describe different channels and are complements, not rivals.
Thanksgiving Day Versus Black Friday
The 2019 split also clarifies a naming habit in holiday coverage: weekend and two-day totals are often reported under the Black Friday headline alone. This page keeps the days separate — $4.2 billion Thanksgiving, $3.2 billion Black Friday, $7.4 billion combined — so year-to-year comparisons can be made on the same basis. The pre-Black Friday term guide, linked from this page, explains the promotional period that now precedes both days and further stretches what any single-day label can mean.
Common Questions
How much did shoppers spend online on Thanksgiving Day 2019?
Shoppers spent $4.2 billion online on Thanksgiving Day, a 14.5 percent increase year over year and a new record high, with 65 percent of digital orders placed via a mobile device, according to Adobe.
What was the combined two-day online total for 2019?
$7.4 billion across Thanksgiving and Black Friday — $4.2 billion on Thanksgiving and $3.2 billion on Black Friday by the breakdown given with the results.
How did in-store sales perform in 2019?
ShopperTrak found brick-and-mortar sales rose 2.3 percent on Thanksgiving but fell 6.2 percent on Black Friday.