Shoppers spend $7.4 billion online during Black Friday sales

If the deals don’t get people in the door on Black Friday the tradition does

While a few stores launch specific Cyber Monday deals, most South African companies have chose to run their Black Friday sales into Monday.

Adobe Analytics tracks sales in real-time for 80 of the top 100 USA retailers, covering 55 million SKUs and some 1 trillion transactions during the holiday sales period.

Cyber Monday is the first Monday after Black Friday and was initially established to encourage people to shop online. Much of the shopping is happening on people's phones, which accounted for 39 per cent of all online sales Friday and 61 per cent of online traffic.

Shoppers have been looking for "Frozen 2" toys in particular.

For example, the Best Buy in Brooklyn's Atlantic Terminal Mall sold out of Apple iPhone 11 and iPhone 11 Pros on Friday and had lines stretching the length of the store, with shoppers picking up Microsoft Xbox and Nintendo Switch gaming consoles, among other big-ticket items. These conversions are growing faster than online shopping overall, so we are now approaching a tipping point where soon smartphones might outweigh web-based purchases through computers.

Traffic at stores fell 2.1 per cent on Black Friday from a year ago, according to preliminary figures from RetailNext.

With Thanksgiving landing six days later than a year ago, retailers amped up their advertising and served up deep discounts on items such as appliances, sporting goods, televisions, consumers and toys, according to Adobe Analytics.

"We've got a shorter holiday selling season", Jason Woosley, Adobe's vice president of commerce product and platform, told CNN Business earlier this week.

Even more were shopping online and on smartphones. However, it is increasingly turning into a day when shoppers do not necessarily flock to stores but spend heavily online. Thanksgiving this year fell on the last Thursday in November - the latest possible date it could be.

Much is riding on the success of the holiday season's sales. The US economy is still growing steadily, but gains have slowed since its sizzling start to the year.

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