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Written By Tessa Reyes Benz | November 30, 2020

Black Friday 2020 Online Shopping Up 21.6% to Record $9 Billion in Sales

According to Adobe Analytics, consumers spent $$9 billion online shopping on Black Friday. Nearly a 22% increase in sales, Black Friday hit a new record for highest online sales year after year.


This surge in sales makes the 2020 Black Friday event the second-largest online spending day in the U.S. The first? 2019 Cyber Monday.


Today, this year’s Cyber Monday, is projected to become the largest digital sales day we’ve ever seen. Adobe reports expecting to see sales reach anywhere between $10.8 billion and $12.7 billion, marking a growth of 15% to 35% from a previous year.


“New consoles, phones, smart devices and TVs that are traditional Black Friday purchases are sharing online shopping cart space this year with unorthodox Black Friday purchases such as groceries, clothes and alcohol, that would previously have been purchased in-store,” reports Taylor Schreiner, a director at Adobe Digital Insights.


Clearly connected to the pandemic, people chose to safely shop from their couches this year to avoid all the crowded shopping malls and long lines. With many retailers offering earlier deals and discounts since October, shoppers also had little reason to mask up and head out on Black Friday. Those brave enough to venture out were happily surprised to see empty parking lots and small lines.


This year’s hot merchandise items included Apple AirPods, Apple Watches, Amazon Echo devices, Samsung TVs, Hot Wheels and Lego sets. After a year of staying indoors and limiting contact with people outside, it’s time for a little entertainment for consumers and their kids.


Adobe Analytics analyzes website transactions from 80 of the top 100 U.S. online retailers.