Black Friday online shopping on track to hit record, Adobe says


People look at jewelry at Macy’s Herald Square during early opening for the Black Friday sales in Manhattan, New York, November 27, 2020.

Eduardo Munoz | Reuters

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.



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