2016 Holiday Shopping: Up-To-The-Minute Data From ADI

Data is based on aggregated and anonymous data from 24.6 billion visits to retail websites.

2016 Holiday Shopping: Up-To-The-Minute Data From ADI

Last Updated: January 5, 2017, at 10:30AM ET

Holiday Season Performance (November 1 - December 31)

November 1 - December 20 Performance

November 1 - December 11 Performance

November 1 - December 5 Performance

November 1-30 Performance

Adobe Digital Insights has released additional facts about the overall season. Actual holiday results continue below.

Cyber Monday, Thanksgiving through Cyber Monday, and Season Totals (November 1 - 28)

Cyber Monday PM Update

Cyber Monday AM Update (as of 10:00AM ET)

Thanksgiving - Sunday (Nov. 24-27) Totals

Black Friday Totals

Adobe Digital Insights has totaled Black Friday performance, which resulted in an incredible $3.34B in online sales with a 21.6% year-over-year growth rate (Up $290M over the predicted $3.05B and 11.3% year-over-year growth). Black Friday has made history as the first day to ever generate over a billion dollars in online sales from mobile devices ($1.2B total, 36% of total sales for the day and an increase of 33% YoY). Conversion rates spiked in the late hours of Black Friday as consumers took advantage of the great online deals. Desktop averaged 5.5%, tablets averaged 4.6%, and smartphones averaged 2.4%. Email also surged as a key contributor of sales (17.8%, up 2.8% pct points from the holiday average) as retailers sent messages urging consumers to not miss out on Black Friday deals before it was too late. Final out of stock rates surged to 10.5% (up 1.9% over Thanksgiving) but were still 1.5% percent lower than last year (12%).

Black Friday Afternoon Update (as of 3PM ET)

Black Friday is on track to hti the forecasted value of 11.3% year-over-year growth, totaling $3.05B in revenue for the entire day. If trends hold steady, Black Friday is also set to be the biggest mobile revenue day in the history of online sales, bringing in over $1B in revenue.

Final Thanksgiving and Black Friday Morning (as of 8:30AM ET)

Final results have been posted for holiday season totals through the end of Thanksgiving, as well as Thanksgiving Day. In addition, the early morning results of Black Friday have been posted.

Black Friday Morning Results (through 8:30AM ET)

Thanksgiving Day Results

November 24, Thanksgiving Day, as of 5:00PM ET

Adobe Digital Insights has updated its Thanksgiving Day results through 5:00PM ET.

November 24, Thanksgiving Day, as of 11:00AM ET

On Thursday, November 24, Adobe Digital Insights released total seasonal performance as well as overall performance for November 23. In addition, it has released morning performance for Thanksgiving.

In addition, Adobe Digital Insights released additional survey information around consumer thoughts and behaviors on Thanksgiving Day. It also gathered social buzz on what makes the list at the dinner table.

Total Performance from November 1- 22, 2016

On Wednesday, November 23, Adobe Digital Insights released total holiday spend from November 1 through November 22. The data shows that there was a negative impact from the presidential election in terms of visits and revenue, but spending began to rebound on November 12, 2016. In total, $25.59B online sales occurred between November 1 and 22, 2016, or 3.5% total year-over-year growth. This is a difference of -$780M compared to the prediction, which had estimated 6.7% total year-over-year growth by this time ($26.37B).

In addition, Adobe Digital Insights surveyed over 500 U.S. consumers in mid-November to determine how their holiday shoping was going. Some interesting trends were revealed:

Total Performance from November 1 - 14, 2016

On Friday, November 17, Adobe Digital Insights released total holiday spend from November 1 through November 14. The data shows that there is a negative impact on the election for consumer spending, as total online sales have come in $800M under the prediction. The sharpest drop occurred after the election, and total sales growth has slowed to 1.35% YoY. The change in spending habits marks the slowest growth rate for online sales Adobe has seen in the United States since it started tracking retail spending.

November 11, Veterans Day - Full Day Results

November 11, Veterans Day, as of 3:30PM ET

November 11, Veterans Day, as of 12:30PM ET

Adobe Digital Insights also looked into social community mentions around Singles’ Day vs. Veterans Day in the United States that occurred between November 1-11. Veterans Day dominates and received 25x more mentions than Singles’ Day.

November 1-10, 2016 (through 11:59PM ET)

November 9, 2016

Adobe Digital Insights’ Take: The actual performance for the holiday season has culminated in a -17.0% decline in year-over-year (YoY) online sales growth for November 9. In fact, the -17.0% is an even steeper decline than what was measured in the afternoon (-14.5% @ 12:00PM ET). Adobe Digital Insights expects a sales growth spike tomorrow, November 11, as Singles’/Veterans Day excitement increases. However, it will likely fall slightly short of the initial prediction of 16% YoY growth, $1.54B because of the continued election conversation.

November 1-8, 2016 (Updated November 9, 2016 at 12:00PM ET, 9:00AM PT)

Adobe Digital Insights’ Take: For the first week of November, online shopping growth rates demonstrate that U.S. consumers have been significantly distracted by the 2016 Presidential Election. Online revenue growth rates declined as Election Day approached. An analysis of 17.6 billion shopping visits saw growth rates decline each day and turned negative yesterday, November 8, and are more negative today (11/9) as of 12:00PM ET. It remains to be seen if the declines will continue in the days to come or if there will be a bounceback with greater-than-expected growth as the election news settles. Singles’ Day, which occurs November 11, will prove to be a good indicator of revenue predictions. It is the next day that Adobe Digital Insights is predicting to see a large year-over-year increase in online revenue growth.

Adobe Digital Insights’ up-to-the-minute holiday data is based on aggregated and anonymous data from 17.6 billion visits to retail websites.