Black Friday 2020: Online Shopping Hits $9 Billion as Mobile Sales Surge
The Evolution of Black Friday Shopping Trends
Once considered the official kickoff to the holiday shopping season, Black Friday has transformed into an extended retail event. While its timing has shifted earlier each year, the day after Thanksgiving remains a critical indicator for retail performance during this crucial sales period.
Key Black Friday 2020 Statistics
According to Adobe Analytics, which tracks real-time data from 80 of the top 100 U.S. retailers:
- $9 billion in total online sales (21.6% YoY growth)
- $3.6 billion spent via smartphones (25.3% YoY increase)
- 40% of all sales completed on mobile devices
- 52% growth in curbside and in-store pickup options
These figures position Black Friday 2020 as the second-largest online shopping day in U.S. history, trailing only 2019’s Cyber Monday.
Pandemic-Driven Shopping Shifts
The COVID-19 pandemic significantly altered traditional shopping behaviors:
- Dramatically reduced in-store foot traffic
- Accelerated adoption of contactless fulfillment options
- Extended the holiday shopping season timeline
“Black Friday is headed for record-breaking levels as consumers flock online to shop for both holiday gifts and necessities,” noted Taylor Schreiner, Director of Adobe Digital Insights.
Mobile Commerce Continues Its Dominance
Smartphones accounted for 40% of all Black Friday sales, with notable trends:
- 7% increase in mobile share compared to 2019
- Small businesses saw 70% of sales via mobile (Shopify data)
- Average cart size: $95.60 (U.S. shoppers)
The Extended Holiday Shopping Season
Retailers have adapted their strategies with:
- Earlier discounting (41% of consumers started shopping sooner)
- Amazon’s Prime Day moving to October
- Consistent daily online sales exceeding $3 billion in the pre-Thanksgiving week
Looking Ahead to Cyber Monday
Adobe projects Cyber Monday 2020 will generate:
- \(10.8B to \)12.7B in online sales
- 19-38% year-over-year growth
Retail Categories Leading the Way
The most popular shopping categories included:
- Electronics
- Technology products
- Toys
- Sports equipment
The Small Business Advantage
Emerging trends show:
- Growing consumer interest in supporting smaller retailers
- Mobile optimization proving crucial for SMB success
- “Small Business Saturday” gaining traction as an important sales day
As the holiday shopping season continues to evolve, these Black Friday insights demonstrate the lasting impact of digital transformation on consumer behavior and retail strategy.
