So far in November, online sales have totaled at least $1 billion a day on each of the first 21 days of the month. Online sales to date for the month total $28.6 billion. As of 10 a.m. ET Wednesday morning, online sales totaled $220 million of a predicted total of $1.71 billion for the day.
The data come from Adobe Analytics which claims to measure 80% of online transactions at the 100 largest U.S. web retailers.
The Adobe team has forecast online sales of $107.4 billion for the two-month holiday shopping season, up 13.8% year over year. Thanksgiving Day sales are projected to reach $2.8 billion (up 15%) and Black Friday sales are pegged to reach $5 billion, up 16.4% year over year.
Some of the season’s most popular toys include:
- PJ Masks-branded items
- L.O.L. Surprise Dolls
- Fingerling Monkeys
- Teddy Ruxpin
Apple AirPods, the Amazon Echo, Playstation VR, Oculus Rift, and Dell/HP/Lenovo/Acer laptops are the most popular electronics. Among video games, Super Mario Odyssey and Pokemon Sun/Moon come out on top, along with the Nintendo Switch and the Xbox One X and Playstation 4/4 Pro consoles.
The Adobe team also predicts when items will be sold out online for all or part of the season. Televisions, tablets, sporting goods, and appliances are all expected to be sold out on Thanksgiving Day. Computers, furniture and bedding, and jewelry is forecast to be sold on on Black Friday, while apparel and toys will sell out on Cyber Monday.
So far in November, 69% ($19.6 billion) of total online sales were generated from desktops or laptops, 21% ($6.2 billion) from smartphones, and 10% ($2.8 billion) from tablets.
November traffic breaks down to 55% from desktops and laptops, 38% from smartphones, and 7% from tablets.
And the best days to shop? That depends on what you want to buy. According to Adobe Analytics, today shoppers could save 16% on Christmas decorations. The best savings on Thanksgiving Day will be on computers (16% discounts), apparel (15% off), and sporting goods (11% off).
Black Friday deals are best on televisions and tablets (24% off), appliances (18% savings), and jewelry (12% savings). Cyber Monday is the best day to buy toys (discounts of 19%).