A review of the Black Friday results in the US! Total online spending was lower than expected!

According to Adobe Analytics, total online spending in the U.S. on Black Friday was $8.9 billion, slightly lower than in 2020 ($9 billion) and significantly lower than Adobe's expected range. In addition, Thanksgiving was flat with the same period last year at $5.1 billion.

Here are some other Black Friday stats for this season:

• Small ($10M-$50M) vs. Large ($1B+) Sellers: Large retailers have seen more significant revenue growth compared to small retailers. Since October, large retailers have seen an average revenue growth of 22% higher than small retailers, who face competitive pressure to differentiate their services.

• Out-of-stock: Insufficient supply remains a problem in the US market. As of November 26, the out-of-stock rate has surged 124% compared to the pre-pandemic period (January 2020). Among them, the following categories have the highest out-of-stock rates: appliances, electronics, housekeeping supplies, and home and garden.

• Best-selling product categories: toys (up 954% from pre-September levels), books (up 671%), video games (up 648%), appliances (up 617%) and personal care products (up 553%). In addition, due to the colder weather, winter clothing increased by 376%: coats (+720%), fleeces (+1090%) and hoodies (+805%).

• Buy Now Pay Later (BNPL) Growth: As of November, BNPL usage has increased significantly compared to the same period in 2019, with total BNPL spend increasing by 422% and order volume increasing by 438%.

Editor✎Irene/

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