Summits Yellow

Adobe: Record $1.5bn spent on Thanksgiving afternoon

Alex Spencer

$1.52bn was spent online in the US during Thanksgiving (up to 5pm ET), according to figures from Adobe – a growth of 16.8 per cent year-on-year.

Mobile is now the biggest source of retail traffic, accounting for 46 per cent of online store visits on Thanksgiving, eating into the share of both desktop (44 per cent) and tablet (10 per cent).

Desktop is still on top when it comes to actual spend, however, bringing in 57.2 per cent of revenue compared to mobile’s 30.3 per cent – although again, mobile’s share is growing, up 22.1 per cent year-on-year, at the expense of desktop.

“Unsurprisingly, mobile shopping is becoming the norm for shopping this holiday season,” said Mickey Mericle, vice president of marketing and customer insights at Adobe. “With many consumers on the road, or with family, we’re seeing record traffic numbers to retail sites from the smartphone, as well as revenue.”

All of the previous 22 days in November have seen over $1bn spent online, adding up to a total $30.39b – an increase of 17.9 per cent.

The figures are based on Adobe Experience Cloud, which claims to track 80 per cent of online transactions at the 100 largest web retailers in the US.