iPad and Apple Watch in demand on Thanksgiving, says Adobe
The U.S. Thanksgiving festival of rampant consumerism is under way, with billions spent in stores online and at retail as shoppers melt their plastic on shiny new things – and Apple’s iPads and Apple Watch were among the biggest-selling products on the day, Adobe reports. That’s as at least one analyst predicts 10 million iPhone sales this weekend.
Adobe brings the data
Adobe publishes its holiday season shopping insights every year, basing this on analysis of B2C transactions online using data based on over a trillion visits to online retailers across multiple product categories.
The report is always a gold mine for those of us who get a kick from understanding consumer demographics.
Adobe tells us that as well as iPads and Apple Watch, consumers were purchasing the following products on Thanksgiving day itself as the first Black Friday deals emerged:
Adobe also said consumers spent $5.1 billion on Thanksgiving day itself and are expected to spend between $8.8 billion and $9.6 billion on Black Friday. So far this year they have spent over $2B every single day of November.
They were finding good discounts on Toys (-21.3%), Apparel (-15.2%), Computers (-12.9%), TVs (-11.7%) and Sporting Goods (-7%). Online spending on Electronics thus far has nearly doubled since September with boost of 97%.
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BNPL schemes are winning through
The analysis also notes that U.S. consumers are using Buy Now Pay Later (BNPL) services in an attempt to manage the more inflationary shopping environment. Total spending via BNPL was up 435%, they said. In addition, 54.9% of online sales took place using mobile devices.
That’s something that may be promising for Apple, given recent claims the company may offer BNPL deals via Apple Card and/or Apple Pay.
“In the midst of a holiday shopping season characterized by inflation, weaker discounts, and wide-spread product shortages, it’s noteworthy that U.S. online spending has already racked up over $75B dollars to date in November.
“However, even major shopping days like Thanksgiving Day are beginning to see their growth wane compared to previous years as consumers opt to open their wallets earlier and shop on their terms outside of the historically promoted, blockbuster sales days,” said Taylor Schreiner, Director, Adobe Digital Insights.
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