The 2020 Black Friday shopping weekend exceeded expectations for businesses again this year, showing marked increases in sales and yearly growth. Analysts credit this result to the existing upward trend toward shopping online to avoid large crowds combined with shopping restrictions that were enacted due to the coronavirus pandemic, making shopping for major deals more accessible.
Per Adobe Analytics, Thanksgiving Day 2020 saw $5.1 billion in sales, an increase of 21.5% Year-Over-Year. Black Friday saw similar YOY growth of 21.6%, with sales reaching $9.03 billion. Small Business Saturday also saw increases of 30.19% YOY with $4.68 billion in sales, while Cyber Monday broke eleven figures in sales for 15.1% YOY growth at a total of $10.84 billion.
During the month of November, smartphones saw a 39% share of revenue for a total of $39.6 billion, demonstrating the ever-increasing popularity of shopping from a handheld device. Laptops and other devices made up the additional 61% share of revenue at $60.7 billion in sales for the holiday weekend.
Electronics and toys constituted the bulk of items sold, with Airpods, Apple Watches, and Super Mario 3D All-Stars taking up slots in the Top Five for 2 of the 4 sales days. Thanksgiving's top seller was Lego sets, while Black Friday saw Hot Wheels take the top spot. Xbox Series X/S took Small Business Saturday's top slot, while the aforementioned Super Mario sold the most units on Cyber Monday.
According to Deloitte, ecommerce holiday retail sales are expected to grow 25%-35% from November through January, reaching $182-$196 billion in total. That means more sales are expected throughout the rest of the year leading up to Christmas Day, meaning the strain on shipping will not let up before the new year.
Check out Adobe Analytics' 2020 Holiday Shopping Trends report for more insight into this year's sales.