Black Friday online sales dip for 1st time, to $8.9 billion, Adobe finds

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The company said consumers started spending earlier during the holiday season.

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With more Americans taking advantage of deals previously offered, online spending dropped to $8.9 billion for the first time on Black Friday, according to data from Adobe Analytics.

The company found that last year’s Black Friday was a record $9 billion, a 21.6% increase year over year.

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“For the first time, Black Friday reversed the growth trend of previous years,” Vivek Pandya, principal analyst at Adobe Digital Insights, said in a statement. “Buyers are being strategic in their gift shopping, shopping very early in the season and being flexible when they shop to make sure they get the best deals.”

The company found that online spending on Thanksgiving stood at $5.1 billion, the same as last year, which marked the first time it didn’t see year-over-year growth in online spending on Thanksgiving and Black Friday.

This could be another sign that “consumers began to shift their spending earlier in the season, in response to promotions and deals from retailers that began in October,” the company said.

Cyber ​​Monday is expected to be the biggest online shopping day of the year, despite concerns about supply chain issues, with estimates of $10.2 billion to $11.3 billion in online spending. According to Adobe, last year saw a Cyber ​​Monday record of $10.8 billion in online purchases.

This holiday season, consumers have spent $89.9 billion online since November 1 and are on track to reach $207 billion by December 26, according to Adobe.

Adobe Analytics data includes more than 1 trillion visits to US retail sites and 100 million stock-keeping units used to track inventory.

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