Thanksgiving Online Sales Surge Nearly 9 Percent, Mobile Shopping Hits Record High
Early Thanksgiving online sales show a strong rebound, with U.S. shoppers spending billions and relying heavily on mobile devices to snag holiday discounts.
Thanksgiving online sales show a strong rebound this year as U.S. shoppers spend significantly more than they did in 2023. According to Adobe, U.S. consumers spend $6.1 billion online, marking an increase of nearly 9% compared to last year's sluggish growth. Globally, Salesforce reports that online sales reach $33.6 billion, representing a 6% increase and signaling a robust start to the holiday shopping season.
Retailers rely on aggressive discounting to attract cautious consumers who still face a wobbly economy. The average discount in the U.S. sits at 27% off listed prices, which successfully entices buyers even as the average selling price increases by a mere 2% year-over-year. This strategic discounting helps drive the overall surge in sales volume despite persistent economic uncertainties in multiple markets.
Mobile shopping dominates Thanksgiving Day as most physical stores remain closed and people spend time with family. Adobe notes that mobile accounts for a record 59.5% of online sales in the U.S., equating to $3.6 billion spent via smartphones. Salesforce data echoes this trend, revealing that 72% of all orders and 80% of online traffic come through mobile devices, cementing Thanksgiving as a premier mobile commerce event.