Mobile devices accounted for more than 61% of traffic to retail sites Black Friday morning and more than 46% of sales, Adobe says.

During Black Friday’s first 10 hours, shoppers made more than $640 million in online purchases, Adobe’s data suggests. By 10 a.m. Eastern time, web spending was 18.4% higher than last year.

A record 46.2% of spending came from mobile devices, 34.4% from smartphones and 11.8% from tablets. Mobile devices accounted for 61.1% of visits to retail sites, with 50.9% coming from smartphones and 10.2% from tablets, Adobe says.

Adobe also disclosed Thanksgiving Day totals, reporting $2.87 billion in online spending for the day. That’s an 18.3% uptick from Thanksgiving Day purchases last year. Again, mobile was big during the holiday, with 55.7% of retail site visits coming from smartphones and tablets. Mobile made up 41% of total online revenue on Thanksgiving Day, or nearly $1.18 billion.

“The big story this holiday season is in mobile shopping,” Adobe vice president of marketing and customer insights Mickey Mericle said in a statement. “Retailers know this is where the audience is now and are delivering better experiences. On both Thanksgiving and Black Friday, the gap between mobile traffic and revenue is closing.”


Mobile is also big for U.K. sites this year, making up a full 67% of visits, according to digital retail consultancy Salmon. At 6 a.m. GMT, mobile was accounting for 81% of total traffic to U.K. retailers. Overall traffic to those sites is up 40% year-over-year.

Conversions in the U.S. are up so far this year as well, with desktop rates up 11.4% and smartphones conversions up 10.4%, according to Adobe.

“Shoppers looking for discounts are getting better at using smartphones to quickly close the deal, and we are seeing better mobile conversion this season at over ten percent growth,” Mericle said.

Thanksgiving Day saw big jumps in conversions for may retailers, according to Hitwise. Conversions at Walmart, No.3 in Internet Retailer 2017 Top 500 Guide, were up 317% from the day before, Target (No. 20) jumped 283% and Kohls (No. 18) was up 179%. Amazon saw a 46% increase in conversions on Thanksgiving Day from the day before.


“Although Amazon retained the #1 spot in terms of overall sales, Walmart saw the most explosive growth in purchases yesterday,” said Hitwise global director of content Rochelle Bailis. “Because of Amazon’s wide reach and market share, growth of that magnitude would obviously be harder for them to achieve — but it goes to show how the major department stores like Target and Kohls are managing to take back a bigger piece of the online pie on Thanksgiving, and likely will continue through the rest of Black Friday weekend.”

We will have to wait for the final data to see if Black Friday beats Cyber Monday online sales this year, but retailers are announcing deals today.

Walmart is releasing deals at the stroke of midnight Eastern time, with electronics and video game systems serving as a large focus for the retailer. One notable electronics discount is $20 off the Google Mini Home, a smart speaker device. That brings the price down to $29, but users can get a $25 Walmart gift card for connecting their account with Google Express as part of those companies’ partnership.


Amazon (No. 1) also released Cyber Monday Deals, including deals on its own smart speaker lineup. Apart from the numerous electronics and outdoors gear on discount Monday, Amazon is highlighting sales from some small businesses selling through Amazon Handmade, Amazon Launchpad and Amazon Exclusives.

The online behemoth is also turning to its newly acquired physical locations to capture Monday spending. Staffed pop-up shops at select Whole Foods locations in Chicago; Denver; Rochester Hills, Michigan; Davie, Florida; and Pasadena, California will show off Amazon devices in-store and educate shoppers about Prime offerings on Cyber Monday. Another 100 stores will offer Amazon devices for in-store shoppers with the same deals available online.