NEW YORK (AP) – Adobe Digital Insights says Thanksgiving Day sales online totaled $1.93 billion, up 11.5 percent from the holiday last year, as more people opted to stay home and shop online instead of hitting the stores.
Still, that fell short of the $2 billion Adobe predicted.
Adobe attributed the shortfall to heavy discounting in the early hours of the holiday and-higher than-expected online revenue the Wednesday before Thanksgiving.
For Black Friday, online sales are expected to rise 11.3 percent to $3.05 billion, surpassing $3 billion for the first time.
Adobe data is based on aggregated and anonymous data from 22 billion visits to retail websites. The data measures about 80 percent of all online transactions from the top 100 U.S. retailers.