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Online sales rose 23.6 percent to $6.22 billion on Black Friday in the U.S., according to new industry stats released this morning by Adobe Analytics. The total was second only to the $6.6 billion in online sales registered on Cyber Monday 2017, according to Adobe.

Key takeaways from the numbers:

  • More than $2 billion in Black Friday purchases this year were made via smartphones, or 34 percent of online sales, up from 29 percent a year ago.
  • There was a surge in usage of “click and collect” services, in which consumers buy online and pick up at the store. Orders grew 73 percent via these services from Thursday to Friday.
  • Average order volume rose 8.5 percent from Black Friday 2017, reaching $146. Adobe said this was due in part to online shoppers getting more comfortable purchasing big-ticket items.
  • Overall online spending in the U.S. for the period of Nov. 1-Nov. 24 stands at $44.2 billion, up 19 percent year to date.

The overall trend has positive implications for Amazon but it also reflects the growing push by traditional retailers to accommodate the demand for online shopping among U.S. consumers. The numbers come from the Adobe Analytics service, which measures transactions among 80 of the top 100 online retailers in the country.

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