By Daysi Calavia-Robertson
WWR Article Summary (tl;dr) Based on Adobe Analytics data, a record $6.22 billion was spent online by the end of Black Friday, an increase of 23.6 percent over 2017’s $5.03 billion. Those figures are just the beginning of what may be an online shopping bonanza this week.
Cyber Monday is expected to be the largest online shopping day in U.S. history, generating a whopping $7.8 billion in sales.
That’s 17.6 percent higher than last year, according to the projection from Adobe Analytics, a unit of San Jose-based software company Adobe Inc.
But the National Retail Federation projects that the number of shoppers taking advantage of online bargains on Cyber Monday — about 75 million — will be 3 million fewer than in 2017.
Just as Black Friday has evolved into “Black November,” as retailers spread out their discounts, Cyber Monday has turned into “Cyber Week,” said retail expert Marshal Cohen, a chief industry adviser for the NPD Group, a market research firm in Port Washington. “And this will alter some of its strength as a stand-alone day,” he said.
The NRF, a Washington, D.C., based trade group, estimated more than 164 million people planned to shop over the five-day Thanksgiving weekend. But experts said Black Friday remains the busiest shopping day, with NRF projecting 116 million would shop, both in-store and online, on that day alone.
Based on Adobe Analytics data, a record $6.22 billion was spent online by the end of Black Friday, an increase of 23.6 percent over 2017’s $5.03 billion.
“Most people are off from work and ready to shop,” said Ana Serafin Smith, a spokeswoman for the NRF. “Black Friday continues to garner more attention from consumers than any of the other days.”
However, Serafin Smith said she wouldn’t be surprised if the number of shoppers on Monday exceeded the NRF projection. “There are some really strong deals being advertised by retailers right now,” she said. “Some promotions are even better than they were last year, which may lead to even more people deciding to shop.”