Holiday Spending

Sales Report: 2019 Thanksgiving Day, Black Friday, Cyber Monday

Sales Report: 2019 Thanksgiving Day, Black Friday, Cyber Monday


Adverse weather conditions in many regions and the ease of ordering via mobile devices contributed to record-setting U.S. digital sales for the 2019 Thanksgiving weekend.

Selected Highlights from the Article

Thanksgiving Day

Thanksgiving Day’s record online sales of $4.2 billion in the U.S. represent a 14.5 percent increase from 2018, according to Adobe Analytics, which measures transactions from 80 of the top 100 U.S. online retailers.

Black Friday

According to Adobe Analytics, consumers spent $7.4 billion online, an increase of $1.2 billion over Black Friday 2018, making it the biggest Black Friday ever for digital sales.

Cyber Monday

Based on Adobe Analytics data, a record $9.4 billion was spent online by the end of Cyber Monday, an increase of 19.7 percent from 2018. It was the largest online shopping day of all time in the U.S., easily surpassing last year’s $7.9 billion.

Sales Drivers

Starting November 1, BOPIS sales have grown 40.9 percent over 2018, with consumers 20 percent more likely to convert with retailers who offer this service. This was especially true on the big shopping days.

Read our Holiday Shopping BOPIS article.


Disagreement as to whether in-store sales grew or declined compared to last year are evident. Brick-and-mortar Black Friday sales were up 4.2 percent over last year, according to an annual “SpendTrend Holiday Snapshot” from First Data, with an average ticket amount of $60, a $1 increase over last year.

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