Black Friday’s Online Sales Top $5 Billion

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Black Friday’s Online Sales Top $5 Billion

By TGR Edit Desk - 11/27/2017

On Black Friday, consumers spent $5.03 billion online, 16.9 percent more than in 2016, according to early reports from Adobe Analytics.

Holiday shoppers are not only shopping more online but are doing so with their mobile devices.  42 percent of all Black Friday orders were placed from a mobile phone.

Adobe Insights, which measures 80 percent of online transactions at 100 major U.S. retailers, said mobile transactions are "hitting record highs" this holiday season.

"The big story this holiday season is in mobile shopping," Mickey Mericle, the vice president of Adobe's Marketing and Customer Insights division, told CNBC.  "Shoppers looking for discounts are getting better at using smartphones to quickly close the deal, and we are seeing better mobile conversion this season at over 10 percent growth."

Discounts were a big draw: Orders were discounted by an average of 28 percent, and 85 percent of those orders shipped for free, according to Salesforce.

Brick-and-mortar stores still dominated sales; however, and throughout the weekend, more than 145 million adults spent time at malls and shopping centers and spent an average of $377.50.