(CNBC) – Online sales on Black Friday are on track to reach a record high this year, as bargain hunters combed websites for deals and avoided stores during the coronavirus pandemic, according to preliminary data from Adobe Analytics.
As of late Friday, online sales were on pace to amount to between $8.9 billion and $9.6 billion, an increase of between 20% and 29% from last year, depending on how many shoppers make purchases late into the night. Nearly 42% of sales came from smartphones as of 4 p.m. ET, a 7% increase over last year.
The data indicates the one-day holiday sale, typically associated with an in-store shopping frenzy of long lines and the pursuit of coveted gift items, played out mostly online. With the surge in Black Friday online shopping, U.S. consumers will have spent at least $6.2 million per minute on the day of holiday sales, according to Adobe.
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