Black Friday online sales crack $10B

Led by sales of Wicked toys (MAT) and Harry Potter LEGO sets, total online sales for Black Friday crossed the pivotal $10B mark, increasing more than 10% from last year, according to data compiled by Adobe Analytics.

“Crossing the $10 billion mark is a big e-commerce milestone for Black Friday, for a day that in the past was more anchored towards in-store shopping”, said Vivek Pandya, lead analyst, Adobe Digital Insights. “And with consumers getting more comfortable with everything from mobile shopping to chatbots, we have tailwinds that can prop up online growth for Black Friday moving forward.”

For the month-to-date, consumers have spent $107.3B online, putting Adobe’s target for the total holiday season at a record $241B, up 8.4% from last year.

Online toy sales soared 622% month-over-month, followed by a 561% jump in jewelry sales, and a 476% increase in online sales for appliances compared to October.

Other than toys, Black Friday shoppers were cashing in on huge deals for electronics (discounted by 27.4%), televisions (-24.2%), apparel (-22.2%), and sporting goods (-19.5%).

Looking ahead to today’s Cyber Monday sales, Adobe Analytics is forecasting a 6% increase in spending to a record $13.2B.

Related tickers: Amazon (NASDAQ:AMZN), Mattel (NASDAQ:MAT), Hasbro (NASDAQ:HAS), Best Buy (NYSE:BBY), Walmart (NYSE:WMT), Target (NYSE:TGT), JAKKS Pacific (NASDAQ:JAKK), GameStop (NYSE:GME), Abercrombie & Fitch (NYSE:ANF), Gap (NYSE:GAP), Victoria’s Secret (NYSE:VSCO), Ross Stores (NASDAQ:ROST), TJX Companies (NYSE:TJX), Foot Locker (NYSE:FL), Deckers Outdoor (NYSE:DECK), DICK’s Sporting Goods (NYSE:DKS), Bath & Body Works (NYSE:BBWI), Ulta (NASDAQ:ULTA), Five Below (NASDAQ:FIVE), Burlington Stores (NYSE:BURL), Urban Outfitters (NASDAQ:URBN), SPDR S&P Retail ETF (NYSEARCA:XRT), Consumer Discretionary Select Sector SPDR Fund (NYSEARCA:XLY).