Americans spent over $5 billion on Black Friday

Did you buy something on Black Friday? You're not alone! Unsurprisingly, the biggest retail day of the year delivered its promised spoils for customers and companies with over $5 billion spent, according to analysis from Adobe. 

According to Salesforce, digital sales rose 24 percent, with 60 percent of online traffic and 42 percent of sales coming from mobile devices.

The average Black Friday user spent $122, per Salesforce, and $135 according to Adobe. While the numbers are slightly different, it's clear that digital is dominating and computers are slowly falling behind mobile internet devices.

Black Friday madness 2017:

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Black Friday madness 2017
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Black Friday madness 2017
People gather at the Broadway entrance of Macy's Herald Square store ahead of early opening for the Black Friday sales in Manhattan, New York, U.S. November 23, 2017. REUTERS/Andrew Kelly TPX IMAGES OF THE DAY
Shoppers reach out for television sets as they compete to purchase retail items on Black Friday at a store in Sao Paulo, Brazil, November 23, 2017. REUTERS/Paulo Whitaker
Shoppers reach out for television sets as they compete to purchase retail items on Black Friday at a store in Sao Paulo, Brazil, November 23, 2017. REUTERS/Paulo Whitaker
People shop in Macy's Herald Square during early opening for the Black Friday sales in Manhattan, New York, U.S., November 23, 2017. REUTERS/Andrew Kelly
A woman looks at a pair of boots in Macy's Herald Square during early opening for the Black Friday sales in Manhattan, New York, U.S., November 23, 2017. REUTERS/Andrew Kelly
People look at a rack of handbags in Macy's Herald Square during early opening for the Black Friday sales in Manhattan, New York, U.S., November 23, 2017. REUTERS/Andrew Kelly
LONDON, UNITED KINGDOM - NOVEMBER 24: Street pictures of Black Friday on November 24, 2017 in London, England. PHOTOGRAPH BY Matthew Chattle / Barcroft Images (Photo credit should read Matthew Chattle / Barcroft Images / Barcroft Media via Getty Images)
MINNEAPOLIS, MN - NOVEMBER 24: People line up for a Black Friday giveaway outside the Mall of America on November 24, 2017 in Bloomington, United States. (Photo by Stephen Maturen/Getty Images)
MINNEAPOLIS, MN - NOVEMBER 24: People line up for a Black Friday giveaway outside the Mall of America on November 24, 2017 in Bloomington, United States. (Photo by Stephen Maturen/Getty Images)
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“Shoppers capitalized on deep discounts on Black Friday, resulting in the largest Black Friday online ever with online spend totaling $5.03 billion," said Taylor Schreiner, Director of Adobe Digital Insights. "Conversion rates across all devices saw double digit growth throughout Black Friday. As we kick off Small Business Saturday, online sales are trending slightly lower than expected. However, the entire holiday season continues to see exponential growth with Cyber Monday expected to be the largest US online shopping day in history.”

Some top-selling items included the Nintendo Switch, Hatchimals & Colleggtibles toys, PJ Masks, L.O.L. Surprise Dolls, Ride On Cars (all brands), as well as Chromecast and Roku streaming devices.

Some more numbers, from Salesforce:

Revenue Growth - 24%
Traffic Growth - 19%
Mobile Traffic Share - 60%
Mobile Order Share - 42%
Social Traffic Share - 4.70%
Average Order Value - $122
Discount Rate - 28%
Free Shipping - 85%
% of Shoppers That Engaged with AI-Powered Product Recommendations - 6%
% of Revenue Driven by AI-Powered Product Recommendations - 30%

Adobe predicts roughly $6.6 billion in online sales on Cyber Monday, an increase over last year that proves consistent with the Black Friday numbers.

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