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Black Friday e-commerce sales reach new record high

A new USD 5 billion record in e-commerce sales was reached during Black Friday 2017, compared to USD 4.3 billion last year, a 16.9% increase.

Cyber Monday sales cumulated to a whooping USD 6.59 billion, making it the largest U.S. online shopping day in history. This implies a 16.8% increase from last year.

On Black Friday, the average order value was USD 145. Canadians spent more with an average order value of USD 157, followed by American customers, with an average of USD 142 and British customers, with a USD 136 average value. Mobile commerce powered 54.3% of visits and brought 36.9% of revenue. The number of orders is 12% higher than last year.

Interestingly, most online sales made on Cyber Monday occur in the last hours. For instance, more revenue is made between 20:00 to 22:00 than an entire average day and the conversion rate for the last hour of Cyber Monday peaks at four 4 times the annual average.

Overall, online holiday season revenues are predicted to be USD 107.4 billion, a 12.8% increase compared to 2016. Big retailers will get the biggest orders on every device, while small retailers have the best mobile conversion rate.

In November, a daily average of USD 1.6 billion was spent in online shopping, amounting USD 43.42 billion as of November 27th.

The Holiday Predictions report is a yearly publication from Adobe Digital Insights. The Adobe Marketing Cloud offers real-time data and analysis of activity on websites, social media, and advertising.

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