[Asia Economy Reporter Park Byung-hee] CNBC reported on the 26th (local time) that this year's Black Friday sales, the biggest shopping event in the United States, surpassed $9 billion, setting a new record. Black Friday refers to the day after Thanksgiving, which is the fourth Thursday of November in the U.S.
Adobe's marketing data analytics solution, 'Adobe Analytics,' revealed that U.S. Black Friday e-commerce sales increased by 2.3% from the previous year to $9.12 billion (approximately 12.2 trillion KRW).
This is the first time Black Friday e-commerce sales have exceeded $9 billion. Initially, Adobe had predicted that this year's total online Black Friday shopping amount would only increase by 1% from the previous year, reaching $9 billion. Following Thanksgiving Day ($5.29 billion) the day before, it marked the highest online shopping sales for two consecutive days.
The early start of the discount season compared to previous years, which dispersed shoppers, and high discount rates are analyzed as the factors driving sales growth.
According to Salesforce, the average discount rate for this year's Black Friday is estimated to have exceeded 30%. This surpasses last year's 28% and approaches the 33% level seen in 2019, just before the COVID-19 pandemic.
Vivek Pandya, senior analyst at Adobe Analytics, said, "E-commerce demand remained strong thanks to consumers being captivated by the convenience of shopping from home."
In particular, the proportion of mobile shopping using smartphones accounted for more than half of total online shopping, with 55% on Thanksgiving and 53% on Black Friday.
Adobe Analytics estimated that during the five-day 'Cyber Week' from Thanksgiving through Black Friday to Cyber Monday on the 28th, Americans will spend a total of $34.8 billion shopping online. Online shopping on Cyber Monday is expected to reach $11.2 billion.
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