Adobe has released its 2015 online shopping data for Black Friday and Thanksgiving Day. A record $4.45 billion is expected to have been spent online, including $2.72 billion on Black Friday, 14 percent more than in 2014 and $1.73 billion on Thanksgiving Day, a 25 percent increase year-over-year (YoY).
The five best selling electronic products on Black Friday were Samsung 4K TVs, Apple’s iPad Air 2, Microsoft Xbox One, the iPad mini and Sony PS4. Online doorbuster deals — products with limited quantity and available for a limited time— accounted for 40 percent of all online sales.
While mobile shopping saw strong growth with a 34 percent share of sales, the role of tablets continued to decline, according to Adobe. Tablets drove 15 percent of sales on Black Friday, a two percent decrease YoY. Smartphones generated a record 22 percent share of sales, 70 percent more than in 2014. iPhones and iPads continued to drive the majority of mobile sales with 67 and 84 percent respectively.
Products sold online saw an average discount of 24 percent. Social media and display ads were the hidden gems for the highest online discounts, but less than three percent of consumers took advantage of them on Black Friday.
Adobe’s report is based on aggregated and anonymous data from 150 million visits to 4,500 retail websites and uses its proven predictive model to forecast the remaining hours of Black Friday. Adobe measures 80 percent of all online transactions from the top 100 U.S. retailers, more than any other technology company.