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“買買買”風潮席卷美國 “黑五”網購創新高超62億美元

你以為只有中國人才喜歡在家上網買買買嗎?

美國人也差不多!11月23日美國“黑色星期五”線上銷售額達62.2億美元,同比增長23.6%,創歷史新高。美國消費者買了些啥?移動端消費比例達33.5%、移動應用商店消費額也打破歷史紀錄。

今年黑五總銷售額預計超230億美元

黑色星期五,美國各地的消費者在網上和商店裡搶購打了大幅折扣的玩具、服裝和電子產品,這給零售商們一個成敗攸關的假日季開了個好頭。

線上平台也是如此,截至“黑五”當天早上10點,美國消費者已在線上購物平台消費了6.43億美元,較一年前同時段數據上漲了28%,據Adobe分析,追蹤交易在大多數的美國在線零售商。智能手機銷量的增長尤其功不可沒。“總的來說,實體店的情況是,和過去相比,黑色星期五那種‘大搶購’的緊迫感不再,感覺更像是一個繁忙的周末商店。”來自Telsey谘詢集團的相關人員分析。“其實有許多促銷活動在過去的幾周就已經陸續開始了。”

根據萬事達卡Mastercard Inc的零售報告,初步數據顯示,今年美國黑色星期五的整體零售銷售額,包括商店和線上零售額均符合先前預期。此前,該公司預計今年黑色星期五的總銷售額將超過230億美元,高於去年的210億美元。該公司預計,美國東部的寒冷氣象和西部的潮濕氣象可能會推動更多消費者選擇上網搶購。

Adobe Analytics數據顯示,今年“黑五”美國線上平台消費額有望達到64億美元。感恩節當天的網上銷售額增長了28%,達到37億美元。全國零售聯合會預測,美國市場在11月和12月零售銷售將增加4.3%至4.8%,達到約7174.5億美元至7208.9億美元。相比之下,過去五年的平均年增長率為3.9%。

手機遊戲佔黑五消費68%

黑色星期五不僅僅是電子商務零售商的福音,它還幫助移動應用商店打破了新的記錄。根據Sensor Tower的一份新報告,美國蘋果應用程式商店和谷歌在2018年黑色星期五的消費總額達到了7590萬美元,創下了兩家商店單日消費總額的最高紀錄。

其中,應用程式商店佔了其中大部分,美國消費者在黑色星期五花費了創紀錄的5200萬美元。這比去年的購物活動增加了31.6%,當時消費者消費了3950萬美元。這也明顯高於2017年聖誕節,當時的消費達到3980萬美元,這通常是應用程式購買和應用程式內銷售的一個強勁的日子,因為消費者在黑五促銷中購買新手機後,都要進入應用程式商店下載安裝新應用程式。

蘋果應用商店的5200萬美元是同期谷歌Play上銷售額2390萬美元的兩倍多。

在美國應用商店,手機遊戲佔黑色星期五消費的68%,消費者在遊戲上的花費為3540萬美元。報告指出,這比前一周增加了63%。

Black Friday deals lure U.S. shoppers,biggest sales gains online

Shoppers across the United States snapped up deep discounts on toys, clothing and electronics both online and at stores on Black Friday, giving retailers a strong start to their make-or-break holiday season.

A similar story played out online, where shoppers spent $643 million by 10 a.m. ET, up 28 percent from a year ago, according to Adobe Analytics, which tracks transactions at most of the top U.S. online retailers. Smartphone sales in particular contributed to gains. “Overall, Black Friday doesn‘t have the sense of urgency as in the past and feels more like a busy regular weekend day in many of the stores,” said Dana Telsey at Telsey Advisory Group.“Many of the promotions were available for the past couple of weeks,” Telsey said. Very cold weather in the U.S. Northeast may have kept some shoppers at home, although industry analysts also reported added demand for coats and other warm clothing. An Athleta clothing store in Tysons, Virgi年, provided hot chocolate with marshmallows to women in line for the dressing room.

Early numbers showed overall retail sales, both in stores and online, were in line with expectations, according to Mastercard Inc’s SpendingPulse retail report. The firm expects overall Black Friday sales to top $23 billion this year, up from $21 billion last year. It said cold weather in the eastern United States and wet weather in the west may be pushing more consumers online.

Online spending is on track to hit $6.4 billion on Friday, Adobe said. Online sales on Thanksgiving Day were up 28 percent at $3.7 billion.

The National Retail Federation forecast U.S. holiday retail sales in November and December will increase between 4.3 and 4.8 percent over 2017 for a total of $717.45 billion to $720.89 billion. Very cold weather in the U.S. Northeast may have kept some shoppers at home, although industry analysts also reported added demand for coats and other warm clothing. An Athleta clothing store in Tysons, Virgi年, provided hot chocolate with marshmallows to women in line for the dressing room.

Black Friday wasn‘t just a boon for e-commerce retailers, it helped the mobile app stores break new records, too. According to a new report from Sensor Tower, the combined consumer spending across the U.S. Apple App Store and Google Play on Black Friday 2018 reached $75.9 million - a record for the most ever spent in a single day on both stores.

On the U.S. App Store, mobile gaming accounted for 68 percent of Black Friday spending, with consumers spending $35.4 million on games. That’s a 63 percent increase from the week prior, the report notes.

南都記者 張沛 綜合整理自 路透社 techcruch.com

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