Women sit outside after shopping at Macy's Herald Square store during the early opening of the Black Friday sales in the Manhattan borough of New York


Thanksgiving and Black Friday online sales set a new record in 2015: $4.47 billion, up 18 percent over last year. More specifically, $1.73 billion was spent on Thanksgiving and $2.74 billion was spent online on Black Friday, further showing how the one-day shopping event has become a two-day affair.

The latest numbers come from Adobe, which today released the final totals for Thanksgiving and Black Friday (previously reported numbers were projections). The company’s figures are based on 80 percent of all online transactions from the top 100 U.S. retailers through its Adobe Marketing Cloud.

33.2 percent of online sales came from mobile devices (compared to 27 percent in 2014), according to Adobe. As always in the U.S., iOS beat out Android in mobile shopping this holiday season.

On Black Friday specifically, iPhone and iPads drove $670 million in sales, while Android drove $230 million in sales. More specifically, the breakdown was as follows: $368 million spent via iPhone, $180 million via Android phones, $302 million spent via iPads, and $50 million via Android tablets. The discrepancy between Android and iOS for these numbers can often be attributed to the fact that the latter has a larger market share in the U.S., as well as that iOS device owners tend to spend more than Android owners.

Adobe also shared these interesting tidbits for Black Friday:

  • Discounts averaged 24 percent. Promotions via email drove 25 percent more sales than in 2014 with more than 15 percent of sales referrals. Online door buster deals accounted for 40 percent of all sales.
  • 25 percent more social media buzz than last year with nearly 4 million mentions. Amazon came out on top with over half a million social media mentions, more than 2x Target and WalMart combined. Gap with its active customer service activity on Twitter saw largest increase in buzz for retailers with 250 percent year-over-year.
  • Top best-selling electronic products on Black Friday were Samsung 4K TVs, Apple iPad Air2, Microsoft Xbox One, Apple iPad Mini, and Sony PS4.

Adobe also found that “out-of-stock incidents” were more than double normal levels. This may seem obvious, but apparently these were higher than originally projected thanks to strong sales in toys, especially Star Wars items.

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