Adobe Reports New Online Sales Records for Thanksgiving, Black Friday; $1.33 Billion and $2.4 Billion Respectively
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Adobe Reports New Online Sales Records for Thanksgiving, Black Friday; $1.33 Billion and $2.4 Billion Respectively

Sales via Smartphones Doubled, Tablet Sales Share Flat; Singles’ Day to Surpass Cyber Monday in Online Sales Growth

SAN JOSE, Calif. — (BUSINESS WIRE) — November 28, 2014 — Adobe (Nasdaq: ADBE) today released its 2014 Digital Index Online Shopping data for the holiday season. Between November 1 and November 28, $32 billion have been spent online, 14 percent more than in 2013. Thanksgiving Day and Black Friday set new sales records with $1.33 billion and $2.4 billion, respectively. Mobile devices continued to play a dominant role. For the first time smartphones nearly doubled their share of total online sales on both days. November 11 (“Singles’ Day”) set a new sales record with $1.29 billion and is expected to surpass Cyber Monday in growth this year. The average order value for sales coming directly from a social network was led by Facebook with $114.45.

The latest findings are based on the analysis of aggregated and anonymous data of more than 350 million visits to 4,500 retail websites. Adobe’s Online Shopping reports offer the most comprehensive compilation of data in the industry. More than $7 out of $10 spent online with the top 500 U.S. retailers are measured by Adobe Marketing Cloud, more than any other technology company. 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 as well as other retail data.

“Consumer use of larger screen smartphones helped drive significant increases in mobile online sales – enough to set records two days in a row,” said Tamara Gaffney, principal analyst, Adobe Digital Index. “This year's Thanksgiving holiday results demonstrated the power of big data to build predictive models. From average discounts to mobile share and overall sales numbers, Adobe hit the mark for the third year in a row.”

Key online shopping data and trends include:

About Adobe Digital Index

Adobe Digital Index publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous and aggregated data from over 5,000 major companies worldwide that use Adobe Marketing Cloud, one of the world’s largest marketing technology platforms, which serves two-thirds of the Fortune 50 companies including 17 out of the top 20 Internet retailers in the U.S.

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