U.S. online Black Friday sales hit record $7.4 bn

A woman shopping online

And they're not confining their buying to a day or two.

With Thanksgiving on the 28th, 2019 is the shortest holiday season in six years, and retailers are trying hard to attract shoppers on Cyber Monday through Cyber Week.

Shoppers spent $7.4 billion online on Friday, according to Adobe. Best selling video games included Federation Internationale de Football Association 20, Madden 20, and Nintendo Switch.

U.S. shoppers made more purchases online on Black Friday than in the mall - hurting traffic and sales at brick-and-mortar stores, according to data that offered a glimpse into what is still one of the busiest shopping days of the year.

The spending estimate from Adobe Analytics, which measures sales from the 80 of the top 100 U.S. retailers, was a 20 percent increase from a year ago, Reuters reported. And top electronics, meanwhile, included Apple Laptops, Airpods, and Samsung TVs.

Retail sales at traditional brick-and-mortar stores are expected to grow 2% percent and 6% in December, according to an IBM analysis.

All the online shopping may have helped thin the crowd at malls on Black Friday.

While most of the visits to retailers occurred on smartphones, the largest chunk of sales (59%) occurred on PC. Adobe noted that Average Order Value was $168, a new record level yesterday for Black Friday, up 5.9% on a year ago.

"We've got a shorter holiday selling season", Jason Woosley, Adobe's vice president of commerce product and platform, told CNN Business earlier this week.

As with yesterday, e-commerce "giants" with over $1 billion in sales annually were doing better than smaller sites: they had more smartphone sales, and 66% conversions on browsers on smartphones, Adobe said.

"The compressed shopping cycle will see retailers launching offers far earlier than ever before", said John Copeland, head of Marketing and Customer Insights at Adobe. Switches among other big ticket items. Or, bigger online retailers can simply afford to give bigger markdowns.

Even more were shopping online and on smartphones.

The National Retail Federation had forecast USA holiday retail sales in November and December will increase between 3.8 percent and 4.2 percent over 2018, for a total of $727.9 billion to $730.7 billion.

One out of five dollars this holiday season will be spent between Thanksgiving Day and Cyber Monday, according to Adobe figures, which are similar to estimates provided by Salesforce.

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