Online spending record set on Black Friday – here's what people bought

Adobe Digital Insights analysis found that U.S. shoppers spent $5.27 billion on Thanksgiving and Black Friday online.

More and more shoppers are choosing to do their Thanksgiving and Black Friday shopping online, figures show.

Adobe Digital Insights analysis found that U.S. shoppers spent $5.27 billion on Thanksgiving and Black Friday online – of which a record $3.34 billion was on Friday alone.

This is a 21.6 percent rise on last year and way more than the $3.05 billion Adobe had predicted people would spend online, showing that consumers increasingly prefer to stay home than brave the stores on Black Friday.

Purchases made via cellphone passed $1 billion for the first time, Adobe found.

Meanwhile, Reuters reports that the number of people shopping in stores on Thanksgiving and Black Friday fell 5 percent.

Analysts RetailNext found that net sales fell 7.9 percent over that same period. Reuters suggests a possible reason is that many retailers have extended their sales into the weekend, putting less pressure on shoppers to get to the stores early.

CNBC points out that many retailers, including Target and Kohl's, made many or all of their in-store "doorbuster" deals available online too, giving shoppers more reason to stay home.

What have people been buying?

Adobe's research gives an insight into what deals were the most popular on Black Friday.

In electronics, big discounts on iPads ($150 off at Target), Samsung 4K TVs (big discounts at Best Buy), Apple Macbooks, LG TVs and Xbox Ones saw them sell well.

On average, the best deals could be had on tablets (average discount of 25.1 percent) and televisions (22.5 percent average).

In toys, people were buying electric scooters/vehicles for kids, Nerf guns, Lego sets and Barbie dreamhouses.

And huge demand for goods including the NES Classic, Playstation VR Bundle, Kurio Smartwatches Hatchimals and an Xbox One bundle with Madden NFL '17 led to several retailers reporting these out of stock.

Next Up


Pair escape uninjured as plane crashes moments after takeoff

It crashed about a half mile southwest of Faribault Airport.

Screen Shot 2021-04-22 at 4.12.50 PM

For The Week: Making cocktails at home? Here's how to do it right

Lindsay Guentzel's For The Week column features simple food and drink tips.

coronavirus, covid-19

Mayo Clinic study provides 'best guess' about pandemic's future in MN

Minnesota could be seeing decreasing numbers into the summer if the study is correct.

daunte wright funeral - siblings

Mourners remember Daunte Wright, plead for justice

Wright was killed by a now-former Brooklyn Center police officer on April 11.


HealthPartners: COVID hospitalizations driven by unvaccinated, middle aged adults

The health provider says the average age of its hospitalized patients is trending downwards.

Andrew Thomas booking photo

Man suspected of shooting at National Guard in Minneapolis faces more charges

He has now been charged in Hennepin County District Court with more serious crimes.


Investigation finds EPA mishandled oversight for PolyMet mine permits

A new report found the EPA didn't follow its own procedures when it submitted comments on the proposed project.


MDH's new COVID guidance urges weekly testing for those involved in sports

Those not involved in school sports are still advised to get tested every two weeks.

Trey Lance

With loaded QB draft class, now is the time for Vikings to act

With a strong class, this year might be the time to select Kirk Cousins' successor.


The Tip Jar: Getting the Black Friday sales right

Full disclosure, I don't like Black Friday.

People are losing it over Hatchimals on Black Friday

The demand has been so great that successful buyers have been putting them up for sale at several times the asking price.

After Cyber Monday, Americans have spent almost $40B online in November

Cyber Monday was the biggest online sales day of the holiday season, with $3.45 billion shelled out.

Here are some of the best Black Friday gadget deals at Target, Best Buy and Walmart

We're only a couple weeks away from Black Friday and three major stores have released their deals for the busiest shopping day of the year.

Amazon has turned Black Friday into Black November

Its pre-Black Friday sale has already started.

What time do stores open on Thanksgiving and Black Friday?

Some open on Thanksgiving Day, others wait until Friday.

Why go to the store when you can buy online on Black Friday?

Why haul your turkey-bloated bodies out into the frigid Minnesota cold to line up for hours and then fight it out with throngs of shoppers for the same TV?