Amid reports of relatively sparse crowds in many retail outlets on Black Friday, the venerated kickoff to the holiday shopping season still remains the king for U.S. retail profits, thanks to a strong performance in online sales. Black Friday saw a 13 percent increase in sales from last year, suggesting that it will remain the top digital shopping day of the holiday season, according to a report by Sales Force.
Black Friday saw the highest conversion rate (4.9 percent) of the entire year. Conversion rate, a measurement of how many shoppers end their visit with a purchase, is a strong indicator that shoppers are buying with intention. Mobile devices are becoming the consumer medium of choice, accounting for 67 percent of all digital traffic on Black Friday, up six percent from last year, while accounting for the largest order share at 49 percent. These numbers support the ongoing trend away from brick-and-mortar retail outlets, with more and more consumers turning to digital shopping.