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[MauroNL]

Saw this posted earlier on Business Wire.

Adobe (Nasdaq:ADBE) today released its 2015 online shopping data for Black Friday and Thanksgiving Day. A record $4.45 billion are expected to be spent online by the end of the day - $2.72 billion on Black Friday, 14 percent more than in 2014 and $1.73 billion on Thanksgiving Day, a 25 percent increase year-over-year (YoY). The five best selling electronic products on Black Friday were Samsung 4K TVs, Apple iPad Air 2, Microsoft Xbox One, Apple iPad Mini and Sony PS4. The five most popular toys were Lego Dimensions, Shopkin dolls, Lego Star Wars, Barbie Dream House and Lego Friends. Online doorbuster deals - products with limited quantity and available for a limited time - accounted for 40 percent of all online sales.

While mobile shopping saw strong growth with a 34 percent share of sales, the role of tablets continued to decline. Tablets drove 15 percent of sales on Black Friday, a 2 percent decrease YoY. Smartphones generated a record 22 percent share of sales, 70 percent more than in 2014. iPhones and iPads continued to drive the majority of mobile sales with 67 and 84 percent respectively. Products sold online saw an average discount of 24 percent. Social media and display ads were the hidden gems for the highest online discounts, but less than 3 percent of consumers took advantage of them on Black Friday.

Adobe’s report is based on aggregated and anonymous data from 150 million visits to 4,500 retail websites and uses its proven predictive model to forecast the remaining hours of Black Friday. Adobe measures 80 percent of all online transactions from the top 100 U.S. retailers, more than any other technology company.* Seven dollars and fifty cents out of every 10 dollars spent online with the top 500 U.S. retailers go through Adobe Marketing Cloud. The tremendous volume of data puts Adobe in the unique position to deliver highly accurate, census-based online sales totals, pricing and product availability trends.

“US consumers have turned into digital shopping ninjas this holiday season as retailers continue to adjust to a huge influx of smartphone shoppers,” said Tamara Gaffney, principal analyst, Adobe Digital Index. “Heading into Cyber Monday, online only retailers will take center stage and we are still calling for Cyber Monday to be the largest online day of the year, breaking the $3 billion mark and representing 12 percent YoY growth.”

Additional findings for Black Friday:

• Total Spend: Consumers will spend $2.72 billion online by the end of the day, 14 percent more than in 2014. The average order value was $141, a 2 percent decrease YoY.
• Out-of-stock Items: The five products most likely to run out-of-stock soon are Amazon Fire 7” 8GB, Beats Solo on-Ear Headphones (Red), NBA 2K16 Game for Sony PS4, Pie Face Game, and The Force Awakens 6” figure.
• Discounts: Shoppers saw average discounts of 24 percent and turned to smaller discounts promoted on shopper helper and review sites like RetailMeNot and CNET (34 percent share of online sales), followed by search ads (27 percent share) and direct sales (21 percent share).
• Mobile Share: On Black Friday, mobile devices drove 53 percent of shopping visits (40 percent smartphones, 13 percent tablets) resulting in $583 million in sales. Android phones generated 33 percent of smartphone sales.

Thanksgiving Day:

• Total Spend: Consumers spent $1.73 billion, 25 percent more than in 2014. The average order value was $162.00, a 9 percent increase YoY.
• Discounts: Discounts increased in the afternoon and evening hours, ending the day at 26 percent on average.
• Top Products and Inventory: Top sellers included Samsung 4K TVs, Apple iPad Air 2, Microsoft Xbox One, Lego Dimensions, Barbie Dream House and Lego Creative Box. Out-of-stock incidents were 600 percent higher than normal for electronics and 300 percent higher than normal for toys.
• Mobile Share: For the first time, mobile exceeded desktop shopping visits at 57 percent (43 percent smartphones, 14 percent tablets), while driving 37 percent of online sales (22 percent smartphones, 15 percent tablets). Mobile generated over $639 million in sales, a new record.

Spoiler

 

[xkramz]

Let's see how cyber Monday Will be.

But man everything I wanted to buy weren't on sale.

 

[Occam]

But which sold better?
Yay, sales reports without actual numbers. How I love them.

 

[Kolx]

Adobe Data Shows Top Sellers on Black Friday: Samsung TVs, iPad Air 2, Microsoft XBox, Lego Star Wars, Shopkin Dolls

Does that mean XOne sold more than PS4? or maybe it means the whole Xbox family?

 

[Jumeira]

Is that in order? Samsung TV > Ipad Air > XB1 > Ipad mini > PS4

 

[Creaking]

Does that mean XOne sold more than PS4? or maybe it means the whole Xbox family?

Did they seem to have better bundles?

 

[MauroNL]

Did they seem to have better bundles?

Well Xbox does have more variety in bundles, like 12 different ones. PS4 basically only has the Uncharted bundle (correct me if I'm wrong)

 

[Ozzykamikaze]

Is that in order? Samsung TV > Ipad Air > XB1 > Ipad mini > PS4

It seems unlikely that 4k TVs outsold all of those others.

 

[stryke]

Well Xbox does have more variety in bundles, like 12 different ones. PS4 basically only has the Uncharted bundle (correct me if I'm wrong)

Star Wars and Call of Duty?

 

[EthanC]

Did they seem to have better bundles?

They definitely had more bundle options. And also they had better deals at a lot of retailers (Target and numerous others threw in gift cards on top of the reduced pricing). With that said, I still saw tons of Uncharted bundles being sold everywhere I went Thursday and Friday and it's dominating all the Xbox bundles at Amazon US.

It seems unlikely that 4k TVs outsold all of those others.

That doesn't seem unlikely at all.

 

[MauroNL]

Star Wars and Call of Duty?

Ah yes, I forgot about those. Were these also heavily discounted like the UC bundle?

 

[Serenity]

Isn't adobe also for the MGSV first day sales report? I have no doubt those items were some of the best sellers but I'll wait for official PR.

 

[EthanC]

Ah yes, I forgot about those. Were these also heavily discounted like the UC bundle?

Call of Duty bundle is hard to find and not discounted. Whereas pretty much every single Xbox bundle was discounted, including the one with the Elite controller.

 

[Surface of Me]

Let's see how cyber Monday Will be.

But man everything I wanted to buy weren't on sale.

Is Cyber Monday much of a thing? Most retailers seemed to put all their deals online starting Friday anyways.

 

[maquiladora]

Does that mean XOne sold more than PS4? or maybe it means the whole Xbox family?

It's not in order. No way Samsung 4K TVs were the #1 sold item lol

 

[Hoho for breakfast]

The only discounted PS4 bundle was the Uncharted one. The Xbox had better deals that went along with the consoles. I would expect them to win in sales because of it (if there were enough to go around).

 

[stryke]

Ah yes, I forgot about those. Were these also heavily discounted like the UC bundle?

No they weren't.

 

[Nikodemos]

I still find it odd to see Adobe's name next to "market research company".

 

[Kolx]

It's not in order. No way Samsung 4K TVs were the #1 sold item lol

I'm not saying it's necessarily in order. If 5 products are mentioned in the title after "Top Sellers on Black Friday" then that probably means they were the best 5 selling products regardless of of which was #1.

 

[Prototype Viktor]

But which sold better?
Yay, sales reports without actual numbers. How I love them.

Xbone sold more XBL Gold memberships on Black Friday than PS4 did per minute, hour and half hour

 

[Massa]

But I read consoles are dying.

 

[Dash_Riprock]

Wow, are we really trying to guess which sold more based on which order they put them on in a sentence?

 

[RichiRamjag]

But I read consoles are dying.

Someone really have to say this in every sales thread? Either PC or consoles, it's like clockwork.

That aside, I don't think that list is in any real order tbh. I guess we'll know come npd!

Wow, are we really trying to guess which sold more based on which order they put them on in a sentence?

Lol, seems so.

 

[Unknown One]

Wow, are we really trying to guess which sold more based on which order they put them on in a sentence?

Hahahaha no patience

 

[le.phat]

Wow, are we really trying to guess which sold more based on which order they put them on in a sentence?

people really needing that MS win.

 

[pswii60]

Adobe? Photoshop?

 

[omonimo]

people really needing that MS win.

And probably they did. The problem of MS it's not now but the whole year. They offer every time tons of deals, it's impossible to resist.

 

[HocusPocus]

people really needing that MS win.

I think it's more the fear that they won that they actually won .

 

[Blues1990]

Meanwhile, Wii U bundles in the hundreds are collecting dust, solidifying it's fate as a big mistake.

/s

 

[TheChewyWaffles]

Meanwhile, Wii U bundles in the hundreds are collecting dust, solidifying it's fate as a big mistake.

/s

Uh, it was a mistake, Black Friday sales or not.

Also, I assume the title was "PSA" before getting hit by the new filter.

 

[Stone Ocean]

Wow, are we really trying to guess which sold more based on which order they put them on in a sentence?

Works for NPD, works for me!

 

[Bookman]

according to the Swedish " prisjakt " ( a kind of pricerunner webbsite ) ps4 sold most of all during black Friday. 7 times as much as what it was that was number 2. Xbox one was hellacheap (i bought 2) and also sold very good.

 

[Grunkle]

I still find it odd to see Adobe's name next to "market research company".

This is the first time I'm seeing it. When did Adobe start doing market research?

 

[ShaoranWright]

This is the first time I'm seeing it. When did Adobe start doing market research?

I guess all the people who worked on flash needed something else to do.

 

[sensi97]

November 27, 2015 08:47 PM Eastern Standard Time

Adobe’s report is based on aggregated and anonymous data from 150 million visits to 4,500 retail websites and uses its proven predictive model to forecast the remaining hours of Black Friday.

Why can't they wait ? Is it to get early headlines ?

 

[Guymelef]

Sony, It's over

 

[Nikodemos]

This is the first time I'm seeing it. When did Adobe start doing market research?

About two years ago, IIRC.

 

[Blues1990]

Uh, it was a mistake, Black Friday sales or not.

Also, I assume the title was "PSA" before getting hit by the new filter.

Something, something, "It's been nothing but trash." I just find the whole ordeal hilarious, really.

 

[viHuGi]

But I read consoles are dying.

Hahahaha classic

 

[DayEnder]

But which sold better?
Yay, sales reports without actual numbers. How I love them.

They never give out the numbers as they want businesses to purchase the data/subscribe.

 

[BeforeU]

people really needing that MS win.

may be the other way around? I see more people needing the MS loss.

 

[BronsonLee]

They were both pretty front and center in the Black Friday ads I saw, so that makes sense.

 

[orava]

But I read consoles are dying.

I think it was "Consoles are DOOMED!".

 

[JonnyDBrit]

Should make this month's NPD results quite interesting to say the least.

Given that Xbox One gets highlighted for both Black Friday and Thanksgiving, I wouldn't be surprised if it took the month, without some severe-unto-unlikely drop after the week is over. At the same time, that a PS4 version of a generally popular franchise is the one likely to be out of stock does make one wonder...

Did Xbox One bundles include the game at all? I wonder if that might have additionally affected things.