Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal at EMARKETER is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Black Friday, Cyber Monday sales fell below our June forecast

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: Black Friday sales totaled $9.8 billion this year, according to Adobe Analytics, just below our June 2023 forecast of $10.4 billion.

Beyond the chart:

  • Record discounts in categories like electronics and furniture tempered some spending, per Adobe Analytics.
  • Black Friday was a huge day for ecommerce sales, which rose 8.5% YoY, according to Mastercard SpendingPulse.
  • The same data showed in-store sales rising just 1.1%.
  • We expect total US holiday retail sales to exceed $1.3 trillion, with 19.3% of those sales coming from ecommerce.

Use this chart:

  • Consider your in-store and ecommerce marketing mix.
  • Start thinking about the 2024 holiday season.

More like this:

Note: eMarketer data includes products or services ordered using the internet, regardless of the method of payment or fulfillment; excludes travel and event tickets, payments such as bill pay, taxes, or money transfers, food services and drinking place sales, gambling and other vice goods sales

Methodology: Estimates are based on the analysis of data from benchmark source US Department of Commerce, estimates from other research firms, historical trends, reported and estimated revenues from major online retailers, consumer online buying trends, and macro-level economic conditions; Data is also from a November 2023 Adobe press release. Data is based on the analysis of over one trillion visits to sites and over 100 million SKUs. Adobe Analytics measures transactions from 85 of the top 100 US online retailers.