American shoppers are expected to drop a record $4.4bn online on Black Friday

By Yana Berman

The sales will mostly come from mobile devices


Adobe analysts expect American shoppers to spend a record $4.4bn online during Black Friday sales. According to the report cited by CNBC, the purchases will mostly come from mobile devices.

The experts believe that the total sales in the US will be well above 2018's figure of $3.7bn. If the amount were to reach $4.4bn, that would represent an 18.9 per cent year-on-year increase.

Prior to the official beginning of Black Friday sales, customers bought $2.2bn in goods online. Almost half of the purchases came from mobile devices.

Jason Woosley, vice president of commerce product and platform at Adobe, revealed that in 2019 sales started much earlier than in previous years. In fact, online sales since November 1 were up by 16.1 per cent in comparison to the same period last year.

Adobe analysts believe that the total sales on Black Friday will reach $7.7bn, signifying a 20.5 per cent increase from 2018. Cyber Monday is also set to break records, with a $9.4bn forecast, up 20 per cent from the previous year.

These optimistic forecasts were largely unaffected by major Facebook and Instagram outages that came earlier during Thanksgiving Day, November 28. At the time of publishing, both social networks claim to have fixed the problems.

Some major retailers were accused of selling out major deals before Black Friday officially kicked off. For instance, Walmart was criticised for selling out Apple Watch Series 3 within just a few minutes during its early sales.

Thanksgiving Day is celebrated in the US on the fourth Thursday of November, with the following day, Black Friday, marking the start of the Christmas sales season. This year's calendar has six fewer days between Thanksgiving and Christmas, making the shopping period shorter.

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