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Black Friday online sales took a tumble this year, marking the first time that spending has dipped lower than the previous year, according to a holiday shopping report by Adobe. Online shoppers spent a total of $8.9 billion this year, which is less than the $9 billion spent in 2020.
The trend downward might have been caused by an increase in early spending, according to Adobe.
The downward trend may have been caused by an increase in early spending, as some stores started sales and promotions as early as October. 44.4% of online purchases made on Black Friday were made from a phone, an increase from last year, according to Adobe.
Black Friday saw a reversal of the growth trend of the past years, according to the lead analyst at Adobe Digital Insights. Shoppers are being strategic in their gift shopping, buying much earlier in the season and being flexible about when they shop to make sure they get the best deals.
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The main factor behind the dip might have been early sales, but global supply chain issues could also have contributed. Since January 2020, out-of-stock messages have increased by more than 100 percent, making it harder for shoppers to find the products they want. The report states that appliances and electronics have been affected the most by this, and the ongoing chip shortage probably has something to do with it.
On Black Friday, the Nintendo Switch and Meta were the most popular tech products, as were Just Dance 2022, Spider-Man: Miles Morales, and the 10.2-inch iPad. Shoppers spent over $3 billion on 19 days during the holiday season. Adobe only counted five days last year where spending exceeded $3 billion.
