Mobile Shopping Dominates For Top U.S Retailers on Black Friday

Mobile ordering has once again proven its dominance for top retailers including Walmart, Target, and Amazon, during Thanksgiving and Black Friday sales in the U.S. Majority of Black Friday sales started online on Thanksgiving Day, or even earlier in the week. According to Business Insider, Target saw a record-breaking day of online sales on Thanksgiving with 60% of orders made via smartphones.


Similarly, Walmart has announced that 70% of traffic to its website during its Black Friday promotion so far had been from mobile devices. The retail giant, who recently made significant investments in its app, decided to offer certain deals exclusively via app for the first time ever this year. Meanwhile, Amazon’s mobile ordering on Thanksgiving Day this year exceeded both Thanksgiving and Cyber Monday’s mobile sales in 2015.

“Mobile sales have totaled an incredible $449 million [from midnight to 5 p.m. on Thanksgiving Day], an increase of 58% from this same time last year,” Adobe Digital Insights’ principal analyst Tamara Gaffney said in a statement Thursday evening. “Mobile has become a standard in the American household, and Thanksgiving has become the day where consumers ‘shop on the sly,’ as nearly a quarter of people we surveyed said they use mobile devices so they aren’t obvious to friends and family at the dinner table.”

Another trend seen this year is that retailers have not only promoted online sales the entire week of Thanksgiving, but are also starting Cyber Monday sales earlier than ever. Walmart is stretching the day of online sales into a week-long “cyber week” event, while Target is starting Cyber Monday a day early as well.

What’s on your Black Friday shopping list?