Don Davis says, “A late-day surge brought retailers’ online sales for the day to $3.34 billion, says Adobe, which had predicted a $3.05 billion e-retail day. Mobile sales blew past $1 billion for the first time in a single day, reaching $1.2 billion, more than a third of web sales.

Online retailers have plenty to be thankful for today after deal-seeking shoppers pushed Black Friday web sales to unexpected heights.

Web sales totaled $3.34 billion for the day, up 21.6% from the day after Thanksgiving last year, according to the Adobe Digital Insights unit of marketing and analytics software provider Adobe Inc. That total exceeded Adobe’s projection of $3.05 billion in Black Friday e-commerce sales by $209 million.

Mobile sales exceeded $1 billion for the first time in a single day, Adobe says, reaching $1.2 billion, more than a third of sales.

“Shoppers hit the Buy button at unprecedented levels as conversion rates were up nearly a full percent across all devices in the evening hours on Black Friday,” says Tamara Gaffney, principal analyst and director at Adobe Digital Insights. “With the full day total coming in at $3.34B Black Friday may have just dethroned Cyber Monday’s position as largest online shopping day of the year. Shoppers are still buying at higher-than-expected levels in the early morning hours of Small Business Saturday.”

Reporting on conversion rates Friday evening, Adobe says, “Desktop averaged 5.5%, tablets averaged 4.6%, and smartphones averaged 2.4%”.

Black Friday web sales soar by 21.6%

Internet Retailer

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