Digital Black Friday Sales Surpass $9 Billion

• Digital sales on Black Friday topped $9 billion this year, according to Adobe Analytics.
• Nearly half of all online Black Friday orders were placed using a smartphone. 
• Adobe anticipates consumers will spend more than $11 billion on Cyber Monday, the busiest online shopping day of the year.

Online Black Friday sales this year topped $9.12 billion — the highest amount ever spent online during the nation’s busiest shopping day. 

Online shopping was up 2.3% this year compared to 2021, according to data from Adobe Analytics, which alsorevealed that sales of electronics were one of the most significant growth drivers. Sales in the category were 221% higher on Black Friday than during the average day in October. 

Some products appeared to be particularly popular with consumers this year, including smart home devices, with a 271% increase in sales compared to the average October day. Audio equipment saw a 230% increase in sales on Black Friday. Other categories that performed well on Friday included toys, which saw a 285% increase in sales, and exercise equipment, which saw a 218% increase, according to Adobe data. 

Particularly popular toys included Fortnite, Roblox, Bluey, Funko Pop! and Disney Encanto products, according to Adobe. Gaming devices, including the Xbox Series X and the PlayStation 4, were also popular among consumers who shopped online, according to Adobe. In the technology category, high performers included drones, Apple MacBook computers and Dyson products, including its vacuum line and its popular Airwrap hair styler.

More consumers also opted to place orders using mobile devices this Black Friday. According to the data, nearly half — 48% — of all online sales came from smartphones, up 4% from Black Friday last year. 

Despite economic pressures, like inflation and rising interest rates, causing concern among consumers, shoppers are still expected to spend about $833 on average this holiday season, according to the National Retail Federation. Data from Black Friday may shed light on how consumers plan to spend despite worries and hardships. 

According to Adobe Analytics, the use of Buy Now Pay Later (BNPL) on orders increased by 78% compared to the week prior. Revenue for BNPL increased 81% compared to the week prior, according to the data. 

Adobe Analytics said it expected more than $11 billion in sales on Cyber Monday, the busiest online shopping holiday of the year.