Black Friday Is Mutating

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Those customers also spent more, according to the federation.

Adobe Analytics, a leading collector of e-commerce data, said Cyber Monday is expected to generate $6.6 billion in sales, up from $5.6 billion a year ago. Additionally, Adobe reported that mobile set a new record with its first $2 billion day. Overall, shoppers spent an average $335.47.

Older millennials - a group pegged at age 25 to 34 - was especially profligate over the weekend. Stores offered substantial discounts, creative gimmicks and gifts to draw discount hunters out of their homes, but some shoppers said they were just scanning the merchandise, saving their cash for internet purchases. "From good weather across the country to low unemployment and strong consumer confidence, the climate was right, literally and figuratively, for consumers to tackle their holiday shopping lists online and in stores".

To say that Apple enjoyed a profitable few days during the recent holiday shopping weekend would be a gross understatement.

- But 65 million shopped both online and in-store, and they spent substantially more than those who shopped only in person or online. To the contrary, stores still captured most sales, but it does show how more consumers are browsing and shopping online these days and there's no going back. The group finds those who shopped online and in stores spent or were planning to spend $82 more on average than online-only shoppers, and $49 more on average than store-only shoppers.

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Seventy-seven million consumers shopped in stores on Black Friday, followed by 55 million who hit stores on Small Business Saturday. In addition, 63% of smartphone owners used their mobile devices to make holiday decisions, and 29% used their phones to make actual purchases.

The research firm said the $6.59 billion spent on a day dedicated to e-commerce was a 16.8 percent increase from a year ago and resulted in the largest USA online shopping day in history.

According to the retail analytics firms, Black Friday and Thanksgiving online sales in the United States towered too high records as shoppers got deep discounts and bought more on their mobile devices, announcing a promising start to the important holiday season. Other popular destinations were electronic stores (32 percent) and discount stores (31 percent), according to NRF's survey of roughly 3,200 consumers. E-commerce continued to be a focus for retail marketers on Black Friday, as 57% of the top 100 offers on RetailMeNot were online-only. Conversion rates on tablets grew to 6.4%, up 8.0% year-over-year and rates on desktop grew to 7.1%, up 7.6% year-over-year.

What's also interesting, though not at all surprising, is that the number of transactions being completed via mobile devices is on the rise.

"The past Cyber Monday behavior of shopping on your work computer during the day is nearly completely reversed", said Taylor Schreiner, Director of Adobe Digital Insights in a statement.

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