Americans shopped from their sofas this weekend, as e-commerce soared past in-store commerce on Black Friday weekend. Fortune’s Phil Wahba – who fought off the tryptophan to spend the long weekend reporting – writes that an estimated 108.5 million Americans shopped online over the four days, well above the 99.1 million shopping in stores. Last year, the two numbers were roughly equal.
Adobe told Wahba that U.S. online sales from Thursday to Saturday rose a remarkable 17 percent over last year, to $7.23 billion. Many big retailers, Walmart included, began their online sales right after midnight on Thanksgiving morning, cooling the Thanksgiving evening rush to the stores that has characterized previous years. Walmart reported 60% of its online orders were coming from mobile phones.
And it’s not over. Some 122 million Americans are expected to shop online today – although the early start to online sales will clearly drain some of cyber Monday’s surge.
“The brick-and-mortar retailers have made a big leap with their online efforts this year,” Moody’s analyst Charlie O’Shea told Fortune. “They’re really getting it.”
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