Black Friday raised $2.4bn in online sales with mobile accounting for 27%
Black Friday saw a quarter more sales than last year with mobile accounting for 27 per cent of transactions.
Mobile sales were up 3% on last year
Adobe’s findings, culminated from anonymous data from 350m visits to 4,500 retail sites found that more than $3.73bn was spent online over Thanksgiving and Black Friday with the number primed to grow again after Cyber Monday.
Black Friday saw a 24 per cent growth upon last year's offering with the average shopping basket holding $142 worth of goods. a total 27 per cent of online sales were on the mobile platform, up from 23 per cent in 2013.
Online sales conversions also improved with 3.2 per cent of visits resulting in a purchase, up from 3.14 per cent in 2013.
Finally, the average order value for sales coming directly from social networks was led by Facebook with $114.45. Pinterest came in second with $93.20, and Twitter drove online sales of $90.74 on average.
Tamara Gaffney, principal analyst at Adobe Digital Index, said: “Consumer use of larger screen smartphones helped drive significant increases in mobile online sales - enough to set records two days in a row.
“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.”
This comes on the news that 15 per cent of sales took place before 9am on Black Friday.