Thanksgiving Shopping Hits a Record This Year

Turkey wasn’t making shoppers sleepy this season. Or at least not enough to keep them from hitting the Black Friday sales and even shopping on Thanksgiving.

According to data released by Adobe Analytics, shoppers spent a staggering $4.2 billion online on Thanksgiving. This is a 14.5% increase from last year and a record high.

Adobe, which monitors the online transactions of 80 of the top 100 web retailers in the U.S, had also estimated that this will be the first year Thanksgiving spending surpassed $4 billion. The firm had expected $4.4 billion however.

Black Friday online sales are on track to hit $7.4 billion, according to preliminary data from Adobe. As of 9 a.m. ET, shoppers had already spent $600 million online on Black Friday, a 19.2% increase from last year.

This year almost half of the revenue on Thanksgiving Day came from smartphones, a 24.4% increase from last year.While e-commerce giants saw a 244% increase in sales, smaller retailers saw a 61% jump, Adobe reported.

Black Friday is expected to be the biggest shopping day for U.S. shoppers, according to the National Retail Federation. Over 165 million people are expected to join in this weekend to go shopping.

Shoppers spent $57.2 billion online between Nov. 1 and Nov. 28 this year, Adobe also reported.

During the full holiday season, Adobe said it is expecting shoppers to spend $143.7 billion online.

“They’re making it easy for you to purchase however you want to purchase, whether it’s going into the physical store, ordering online and picking it up or ordering it online and having it shipped to you,” said Sucharita Kodali, retail analyst at Forrester, about retailers.