Black Friday Online Sales Overview in 2018
Adobe Analytics reported that online sales on Black Friday 2018 reached $6.22 billion in the United States, a 23.6% increase year-over-year. Mobile devices accounted for $2.03 billion, or 32.6% of online transactions, with the average order value rising to $143.46. The peak shopping hour was 8 p.m. ET on Thanksgiving Day, when retailers such as Amazon, Walmart, and Target saw the highest traffic and conversion rates.
According to a report by the National Retail Federation, 165.6 million Americans shopped during the Thanksgiving-to-Cyber-Monday period in 2018, with 100.7 million participating in online sales. The average consumer spent $313.29 over the five-day period, up from $299.60 in 2017. Major platforms including Amazon, Walmart, Best Buy, and Kohl's led the top online retailers by share of digital holiday sales.
Top Retailer Discounts and Categories
Electronics and Smart Home Deals
Amazon offered discounts on Echo devices, Fire TV sticks, and Kindle e-readers, while Walmart promoted select 4K TVs from Samsung and LG starting at $198. Best Buy featured markdowns on Apple AirPods, PlayStation 4 bundles, and Google Home Mini units, with many items discounted 30% to 50% off list price. Samsung's flagship Galaxy S9 and Note 9 received price drops on carrier stores and Samsung.com, where trade-in bonuses and installment plans were also available.
Apparel, Toys, and Home Goods
Target launched its Black Friday doorbuster deals online on Thanksgiving morning, with markdowns on LEGO sets, Nintendo Switch consoles, and popular toy brands such as Nerf and Barbie. Nike and Adidas ran site-wide promotions with 20% to 40% off select sneakers and apparel, while Home Depot offered tools, smart thermostats, and kitchen appliances at reduced prices. Macy's and Kohl's provided additional Kohl's Cash and Yes2You Rewards incentives on top of their percentage-off promotions.
Consumer Savings and Shopping Trends
Mobile and App-Based Shopping
Adobe reported that mobile sales grew faster than desktop, with Walmart's app and Amazon Shopping app among the most downloaded retail apps in November 2018. Shopify-powered stores saw a 101% increase in mobile traffic on Black Friday compared to the prior year. Consumers increasingly used price comparison tools, browser extensions, and retailer apps to track discounts and apply coupon codes at checkout.
Shipping and Return Policies
Amazon Prime members received free two-day shipping on millions of items, while Walmart offered free two-day shipping with no membership requirement on orders over $35. Target guaranteed delivery by December 24 for orders placed by December 20 under its Starship delivery program. The National Retail Federation noted that 27% of online Black Friday shoppers returned purchases, with the highest return rates for apparel and electronics.
For additional data on 2018 e-commerce trends, see the Adobe Digital Insights report at Adobe Digital Insights. For broader retail spending context, visit the National Retail Federation at National Retail Federation.