Thanksgiving Online Shopping Hits Record $5.1B: Mobile Drives 47% of Sales
A New Holiday Shopping Tradition Emerges
While Thanksgiving is traditionally a time for family gatherings and gratitude, it’s increasingly becoming a major online shopping event. In 2020, U.S. consumers spent a record $5.1 billion online on Thanksgiving Day—a 21.5% increase from 2019’s \(4.2 billion. Despite falling short of Adobe’s initial \)6 billion prediction, the figure marks the highest single-day Thanksgiving sales ever.
Key Trends Shaping Holiday E-Commerce
- Early Discounts Shift Spending: Retailers successfully encouraged shoppers to buy earlier in the season with aggressive promotions, leading to daily online sales exceeding $3 billion in the week leading up to Thanksgiving.
- Mobile Dominance: Smartphones accounted for 47% of all online sales, with Adobe reporting $25.5 billion in mobile spending for November—up 48% year-over-year. Shopify noted an even higher mobile share: 70% of global sales on its platform.
- Curbside & Expedited Shipping Surge: Contactless options like curbside pickup grew 116%, while expedited shipping rose 49%. Over half (56%) of online purchases utilized these services.
Pandemic Accelerates E-Commerce Growth
COVID-19 has undeniably reshaped consumer behavior:
- New Online Shoppers: 9% of sales this week came from first-time e-commerce users, as brick-and-mortar shoppers shifted online.
- Regional Impact: States with stricter COVID-19 restrictions saw 47% higher online sales growth.
- Grocery Boom: Online grocery sales skyrocketed 596% compared to October as families prepared for holiday meals.
Top-Selling Products Reflect Pandemic Trends
- Family-Focused Items: Board game sales surged 5x year-over-year, with chess sets gaining popularity after Netflix’s The Queen’s Gambit.
- Entertainment Picks: Hyrule Warriors: Age of Calamity and Just Dance 2021 topped gaming charts, while vTech toys and Rainbow High dolls led children’s categories.
Big Retailers vs. Small Businesses
Large retailers (e.g., Amazon, Walmart, Target) saw sales jump 147% since October, benefiting from higher conversion rates. However, Shopify’s data highlights opportunities for smaller merchants:
- Peak Sales Momentum: Shopify merchants hit $919,000 per minute at 4:35 PM EST.
- Global Hotspots: Los Angeles, New York, and London were the most active cities.
Looking Ahead: Black Friday & Cyber Monday
Adobe predicts \(8.9B–\)10.6B in Black Friday online sales (up 20–42% from 2019), with Cyber Monday expected to set another record. The full holiday season is projected to reach $189 billion—a 33.1% increase over 2019.
“Shopping online has become a cherished holiday tradition,” said Taylor Schreiner, Director of Adobe Digital Insights. “Despite economic uncertainty, consumers are embracing e-commerce to maintain festive rituals safely.”
Data Sources: Adobe Analytics (tracking 80 of the top 100 U.S. retailers) and Shopify (1M+ merchants).
