Monday, November 26, 2018

A Turkey Day Spent Online

While everyone had their eyes on Black Friday, holiday shoppers jumped the gun, setting records for online shopping on Thanksgiving Day. Last Thursday, online spending reached $3.7 billion, up 28 percent from last year, according to Adobe Analytics data.

Smartphones drove a record 54.4 percent of traffic on Thanksgiving, Adobe said, capturing a 36.7 percent share of revenue. The share of Thanksgiving traffic from desktops fell to 36.5 percent from 44.3 percent last year. And tablets generated just 9.1 percent of traffic, versus 9.6 percent in 2017.

According to Target Corp., shoppers ordered more than double on the retailer’s app than they did last year. The most popular items that consumers were buying: televisions, Apple watches, Legos and board games.

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