Saturday 26 November 2022 04:44 PM Black Friday likely saw biggest EVER online shopping day with $9 billion spent ... trends now

Saturday 26 November 2022 04:44 PM Black Friday likely saw biggest EVER online shopping day with $9 billion spent ... trends now
Saturday 26 November 2022 04:44 PM Black Friday likely saw biggest EVER online shopping day with $9 billion spent ... trends now

Saturday 26 November 2022 04:44 PM Black Friday likely saw biggest EVER online shopping day with $9 billion spent ... trends now

U.S. online spending is expected to set a record for Black Friday, according to Adobe Analytics, as steep discounts lured consumers against the backdrop of high inflation, kicking off the year's biggest shopping event on a strong note.  

Initial numbers from Adobe Analytics, the data and insights arm of software company Adobe Inc, showed shoppers are expected to spend between $9 billion and $9.2 billion online on Friday, topping its forecast for a modest 1 percent rise to $9 billion.

Meanwhile, brick and mortar stores remained quiet throughout the day. Bloomberg reports that any lines at stores were actually due to a shortage of employees rather than demand for products. 

Tammy Freeman, a customer at Macy's flagship store in Herald Square in New York City told the New York Times she was there due to inflation, saying: 'I have to catch the sales more.' 

While an employee at Macy's store in Union Square, San Francisco, said that even though there was a line outside when they opened, when that crowd left, it was just like a normal day. 

Macy's chief executive Jeff Gennette told the Times: 'Even in really tough years Black Friday is a very strong day for us.'  

Macy's Herald Square opens its doors at 5 p.m. on Thanksgiving Day for thousands of Black Friday shoppers in search of amazing sales and doorbuster deal

Macy's Herald Square opens its doors at 5 p.m. on Thanksgiving Day for thousands of Black Friday shoppers in search of amazing sales and doorbuster deal

At least one department employee said that after an early rush, Black Friday felt like a normal day

At least one department employee said that after an early rush, Black Friday felt like a normal day

Customers visit the American Mall dream mall during Black Friday on November 25, 2022 in East Rutherford, New Jersey

Customers visit the American Mall dream mall during Black Friday on November 25, 2022 in East Rutherford, New Jersey

Inflation hovers over US shoppers this year as many hit the stores for the traditional day after Thanksgiving shopping sales

Inflation hovers over US shoppers this year as many hit the stores for the traditional day after Thanksgiving shopping sales

'E-commerce demand has remained strong regardless, and Black Friday is set to surpass $9 billion in online sales for the first time, as consumers come to value the ease and convenience of shopping from home,' said Vivek Pandya, lead analyst at Adobe Digital Insights.

'Some shoppers are returning to physical stores for Black Friday, after two years where pandemic-related anxieties kept many people at home,' Pandya added.

At 6 pm on Black Friday, online sales totals were at $7.28 billion.  

Adobe Analytics, which measures e-commerce by tracking transactions at websites, has access to data covering purchases at 85 percent of the top 100 internet retailers in the United States.

Adobe's analysis covers over 1 trillion visits to retail websites; Adobe does not disclose the names of the company sites it tracks.

Vivek Pandya, lead analyst at Adobe Digital Insights, said: 'Some shoppers are returning to physical stores for Black Friday, after two years where pandemic-related anxieties kept many people at home'

Vivek Pandya, lead analyst at Adobe Digital Insights, said: 'Some shoppers are returning to physical stores for Black Friday, after two years where pandemic-related anxieties kept many people at home'

CNBC reports that some of the most popular items included Apple smartwatches and Airpods as well as toys from Funko, Hatchimals and Squishmallows

CNBC reports that some of the most popular items included Apple smartwatches and Airpods as well as toys from Funko, Hatchimals and Squishmallows

Shoppers cross 4th Street at Market Street as they hunt for Black Friday deals in San Francisco

Shoppers cross 4th Street at Market Street as they hunt for Black Friday deals in San Francisco

CNBC reports that some of the most popular items include Apple smartwatches and Airpods as well as toys from Funko, Hatchimals and Squishmallows.  

Early holiday deals, including a second Amazon Prime Day event in October, were expected to take some of the shine off the biggest shopping days of the year.

More Americans placed orders

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