E-commerce
September 17, 2026
Wondering how weather and mobile drove Thanksgiving 2019 digital sales? Adverse weather conditions and the ease of ordering on mobile led to record digital sales in the US for Thanksgiving weekend 2019. For merchants, understanding these dynamics is crucial to optimizing their online sales strategies, especially during holiday sales.
This report analyzes key figures for Thanksgiving, Black Friday, and Cyber Monday 2019, popular products, the impact of mobile and BOPIS, and the most effective acquisition channels. So, how did weather and mobile drive Thanksgiving 2019 digital sales? On the agenda:
What are the record online sales figures for Thanksgiving 2019?
How did Black Friday 2019 break all digital sales records?
Why did Cyber Monday 2019 become the biggest online shopping day ever?
What role did mobile play in these exceptional performances?
How did BOPIS transform shopping during the sales?
Let's get started.
Summary
What are the record online sales figures for Thanksgiving 2019?
On Thanksgiving Day 2019, online sales in the United States reached 4.2 billion dollars, a 14.5% increase compared to 2018, according to Adobe Analytics. This growth is remarkable, especially since unfavorable weather conditions in many regions pushed consumers to favor online shopping rather than traveling to stores.
The most popular products included Disney's Frozen 2 toys, Apple AirPods, and Samsung TVs. Consumers also spent a significant amount of time browsing on their smartphones, accounting for 63.4% of all online visits. This trend highlights the importance of optimizing sites for mobile, a crucial aspect for any e-commerce merchant.
For merchants, these figures show that sale periods are major opportunities to increase sales, provided they prepare their store to handle high traffic and offer a seamless mobile experience.
Convert over 2,000 customers on average per month with Qstomy.
The world’s 1st Shopify AI dedicated to customer conversion
Empowering 200+ e-commerce merchants
How did Black Friday 2019 break all digital sales records?
Black Friday 2019 generated $7.4 billion in online sales, an increase of $1.2 billion compared to 2018, according to Adobe Analytics. This makes it the biggest Black Friday ever recorded for digital sales. The average shopping cart reached $168, up nearly 6% year-over-year, a new record.
Smartphone sales reached $2.9 billion, a record for mobile shopping, up 21% from the previous year. Mobile traffic accounted for 61% of all traffic, and 39% of e-commerce sales were made on smartphones. Large retailers received more sales via smartphones than smaller ones, highlighting the importance of a robust mobile strategy.
Online sales with in-store pickup (BOPIS) outperformed non-BOPIS sales by 64%. This shows that consumers appreciate the convenience of ordering online and picking up in-store, a trend that merchants can leverage.
Why did Cyber Monday 2019 become the biggest online shopping day?
Cyber Monday 2019 saw a record $9.4 billion in online sales, up 19.7% from 2018, according to Adobe Analytics. This is the biggest online shopping day of all time in the United States, easily surpassing the previous year's $7.9 billion.
After 10 p.m., Cyber Monday was particularly popular, generating nearly 30% of total revenue. Mobile transactions surged, with $3.1 billion, or 33% of online sales, coming from smartphones, up 46% from 2018.
Consumers also opted for BOPIS, leading to a 43% increase in these orders compared to the previous year. Conversions at BOPIS retailers outperformed non-BOPIS retailers by 45%. Top-selling products included Frozen 2 toys, L.O.L. Surprise dolls, NERF products, the Madden NFL 20 video game, the Nintendo Switch, the Star Wars Jedi Fallen Order game, Samsung TVs, Fire TV, AirPods, and air fryers.
What role did mobile play in these exceptional performances?
Mobile was a key driver of digital sales during the 2019 Thanksgiving weekend. On Thanksgiving, 45% of sales came from smartphones, an increase of 24.4% compared to the previous year. On Black Friday, smartphone sales reached a record $2.9 billion, and 39% of e-commerce sales were made on mobile.
On Cyber Monday, mobile transactions accounted for 33% of online sales, or $3.1 billion, up 46% from 2018. These figures show that consumers are increasingly prioritizing mobile for their purchases, making it essential for merchants to optimize their stores for a seamless mobile experience.
For merchants, this means investing in responsive design, fast loading times, and simplified mobile checkout processes. A quality mobile experience can significantly increase conversions, as this data shows.
How did BOPIS transform shopping during the sales?
BOPIS (buy online, pick up in store) saw spectacular growth during the 2019 holiday season. Since November 1st, BOPIS sales increased by 40.9% compared to 2018, and consumers were 20% more likely to convert with retailers offering this service, according to Adobe Analytics.
On Black Friday, BOPIS sales outperformed non-BOPIS sales by 64%. On Cyber Monday, BOPIS orders increased by 43% compared to the previous year, and conversions at BOPIS retailers outperformed non-BOPIS by 45%.
This trend shows that consumers value the convenience of ordering online and picking up in-store, which can reduce shipping costs and increase cross-selling. Merchants should consider offering this option to improve customer experience and boost sales.
Which acquisition channels contributed the most to sales during the holidays?
During the 2019 holiday season, paid search was the most effective channel for driving sales, accounting for 24.4% of sales, according to Adobe Analytics. Direct traffic followed at 21.2%, and organic search at 18.8%. Email also saw an increase, representing 16.8% of sales, up 9% from 2018.
Social media had a minimal impact on online sales, accounting for only 2.6% of sales. This suggests that merchants should focus on the channels that perform best, such as paid search and email, rather than over-investing in social media to drive direct sales.
For merchants, it is essential to track the performance of each channel and allocate resources accordingly. Analytics tools can help identify the most profitable channels and optimize marketing campaigns.
Which products were the most popular during the 2019 Thanksgiving weekend?
The most popular products during the 2019 Thanksgiving weekend included Disney's Frozen 2 toys, Apple AirPods, Samsung TVs, L.O.L. Surprise dolls, NERF products, the Madden NFL 20 video game, the Nintendo Switch, the Star Wars Jedi Fallen Order game, Fire TV, and air fryers.
Amazon also revealed that its best-selling items were Keurig coffee makers, Oral-B electric toothbrushes, Champion fleece hoodies, and Amazon devices like the Echo Dot. These products show a trend toward electronics, toys, and home appliances.
For merchants, it is important to follow product trends and ensure they have sufficient stock to meet demand during sale periods. Offering popular products can attract more customers and increase sales.
How did in-store sales evolve during Black Friday 2019?
In-store sales data for Black Friday 2019 is mixed. According to First Data, in-store sales increased by 4.2% compared to the previous year, with an average ticket of 60 dollars. However, ShopperTrak reported a 6.2% decrease in in-store sales on Black Friday, while in-store sales on Thanksgiving Day increased by 2.3%.
RetailNext provided data based on stores using its Smart Store platform, indicating that foot traffic decreased by 2.1%, average transaction value dropped by 6.7%, and overall sales fell by 1.6%. The big winners in-store were Target and Walmart, which drew crowds, with electronics and toys being the most popular items.
These discrepancies show that in-store sales are difficult to measure and vary by source. For merchants, it is essential to track their own sales data to evaluate performance and adjust their strategies.
What was the impact of consumer confidence on 2019 holiday sales?
Despite concerns about a recession and a trade war, consumers continued to show their confidence in the economy and did not let these issues affect their holiday shopping. This confidence contributed to record online sales during the 2019 Thanksgiving weekend.
Consumers were willing to spend, as evidenced by the high sales figures. This highlights the importance of consumer confidence in driving spending, even in times of economic uncertainty.
For merchants, it is crucial to monitor consumer confidence indicators and adapt their marketing strategies accordingly. Offering attractive promotions and a seamless shopping experience can help capitalize on this confidence.
What lessons can merchants learn from the record sales of 2019?
The record sales of 2019 offer several lessons for e-commerce merchants. First of all, the importance of mobile cannot be underestimated: with a significant share of sales coming from smartphones, it is essential to optimize shops for mobile. Next, BOPIS has become a key service, offering convenience and flexibility to consumers.
In addition, acquisition channels like paid search and email have shown their effectiveness, while social media had a limited impact. Merchants should therefore focus their efforts on the channels that generate the most sales.
Finally, consumer confidence is an important driver of spending. By offering a seamless shopping experience and popular products, merchants can leverage this confidence to increase their sales during sale periods.
How does Qstomy help optimize sales during clearance periods?
Qstomy, the Shopify AI agent, helps merchants maximize their sales during sale periods by offering personalized product recommendations, upsell and cross-sell suggestions, and simplified cart management. Thanks to its artificial intelligence, Qstomy guides customers toward products they are likely to buy, thereby increasing the average cart value.
During traffic peaks like Black Friday, Qstomy ensures parcel tracking and efficient after-sales service, reducing support requests and improving customer satisfaction. It also helps manage return policies and answer frequently asked questions, freeing up time for merchants.
By integrating Qstomy, merchants can improve their conversion rate, increase their sales, and offer an exceptional customer experience, even during high-traffic periods. It is a valuable tool for leveraging sales trends like those observed in 2019.
What checklist to prepare your shop for the next sales?
To take advantage of sales trends like those of 2019, here is a checklist to prepare your store for the next sales:
Optimize mobile: ensure your site is responsive and fast on smartphones.
Offer BOPIS: provide the option to order online and pick up in-store.
Use effective channels: focus on paid search and email marketing.
Track product trends: identify popular items and ensure you have sufficient stock.
Integrate Qstomy: use AI for personalized recommendations and better customer service.
In brief
The record sales of 2019 show the importance of mobile, BOPIS, and consumer trust. By preparing your store with these elements, you can maximize your sales during the shopping seasons.
FAQ
Why is mobile crucial for online sales? Mobile represents a significant share of sales, and a seamless mobile experience increases conversions.
What is BOPIS? BOPIS (buy online, pick up in store) allows customers to order online and collect their order in-store, offering convenience and flexibility.
How can Qstomy help during sales? Qstomy offers product recommendations, package tracking, and efficient customer support, improving the customer experience and boosting sales.
To go further: Which platform to choose for selling digital products? - Qstomy, Tax on online sales: rules and best practices - Qstomy, What are the most popular Shopify stores? - Qstomy, What share of retail was online in 2019? - Qstomy, Does retail trade include online sales? - Qstomy, Does Texas levy a sales tax on online purchases? - Qstomy, AI product recommendation for more sales - Qstomy.
Enzo
September 17, 2026
