Black Friday, Thanksgiving and Thanksgiving Eve all saw higher online sales in 2024 versus the same occasions a year ago, according to Adobe Analytics.
Black Friday digital sales were $10.8 billion versus $9.8 billion in 2023, while Thanksgiving sales were $6.1 billion versus $5.6 billion in 2023, and Thanksgiving Eve sales were $4.1 billion versus $3.9 billion in 2023.
Discounts became bigger starting on November 24. In the case of home merchandise, discounts averaged 12.9% for appliances and 5.1% for furniture on November 24, then discounts grew to 18% on appliances and 16.5% on furniture for Black Friday. By December 1, appliance discounts shrunk slightly to 17.5%, while furniture discounts grew to 18.4%
In the period from November 1 to December 1, consumers spent $118.2 billion online with $62.3 billion of the total coming from mobile devices and $55.9 billion coming from desktop and related devices. The conversion rate on Black Friday was 3.3% for mobile devices and 6.5% for desktop. Buy-now-pay-later sales were $8.4 billion from November 1 to December 1, Adobe Analytics reported, with 78.6% occurring from mobile devices. Adobe forecasts BNPL sales to reach to reach $18.5 billion in the current holiday season, up from $16.6 billion in the 2023 period.
