黑五+感恩节总销售额达79亿美元美国史上创新高

　　Black Friday and Thanksgiving online sales in the United States surged to record highs as shoppers bagged deep discounts and bought more on their mobile devices, heralding a promising start to the key holiday season, according to retail analytics firms.

　　据零售业分析公司称，由于消费者将打折扣促销商品尽收囊中和更多的移动设备端购物，美国黑色星期五和感恩节的线上销售额激增，创下新高，预示着这一重要节日季极具前景的开端。

　　U.S. retailers raked in a record $7.9 billion in online sales on Black Friday and Thanksgiving, up 17.9 percent from a year ago, according to Adobe Analytics, which measures transactions at the largest 100 U.S. web retailers, Saturday.

　　根据Adobe Analytics的数据，美国零售商在黑色星期五和感恩节的在线销售额达到了创纪录的79亿美元，比去年同期增长了17.9%，这是美国最大的100家网络零售商星期六进行的交易。

　　Adobe said Cyber Monday is expected to drive $6.6 billion in internet sales, which would make it the largest U.S. online shopping day in history.

　　Adobe表示，网络星期一预计将推动互联网销售额达66亿美元，这将使其成为美国历史上最大的网购日。

　　Traditional retailers prepared

　　传统的零售店也已经准备好了。

　　In the run-up to the holiday weekend, traditional retailers invested heavily in improving their websites and bulking up delivery options, pre-empting a decline in visits to brick-and-mortar stores. Several chains tightened store inventories as well, to ward off any post-holiday liquidation that would weigh on profits.

　　在假日购物季即将到来之际，传统零售商大举投资改善网站，加大送货方式，以避免实体店的访问量下降。几家连锁店也紧缩库存，以避免假期后的清算，这将对利润构成压力。

　　TVs, laptops, toys and gaming consoles — particularly the PlayStation 4 — were among the most heavily discounted and the biggest sellers, according to retail analysts and consultants.

　　据零售分析师和咨询师称，电视、笔记本电脑、玩具和游戏机—尤其是PlayStation 4—是最受折扣和最大的卖家。

　　Commerce marketing firm Criteo said 40 percent of Black Friday online purchases were made on mobile phones, up from 29 percent last year.

　　百货公司的Criteo 称黑五百分之四十的在线购买力来源于手机，比去年上浮29个百分点。

　　No brick-and-mortar data yet

　　目前仍没有实体店交易数据。

　　No brick-and-mortar sales data for Thanksgiving or Black Friday was immediately available, but Reuters reporters and industry analysts noted anecdotal signs of muted activity — fewer cars in mall parking lots, shoppers leaving stores without purchases in hand.

　　虽然感恩节或黑色星期五没有实体销售数据，但路透记者和行业分析师指出，坊间迹象显示，购物活动减弱，商场停车场内的汽车减少，购物者离开商店而没有购物。

　　Stores offered heavy discounts, creative gimmicks and free gifts to draw bargain hunters out of their homes, but some shoppers said they were just browsing the merchandise, reserving their cash for internet purchases. There was little evidence of the delirious shopper frenzy customary of Black Fridays from past years.

　　商店提供了大量折扣、创意噱头和免费礼品，以吸引买家离开家来购买物美价廉的商品，但一些购物者说，他们只是在浏览商品，把他们的钱存到网上购物。几乎没有证据表明过去几年里黑色星期五的疯狂购物狂潮。

　　Store traffic bucks predictions

　　实体店的商品运输量推翻了预测。

　　However, retail research firm ShopperTrak said store traffic fell less than 1 percent on Black Friday, bucking industry predictions of a sharper decline.

　　然而，零售调查公司ST称商品运输在黑色星期五减少了一个百分点。

　　“There has been a significant amount of debate surrounding the shifting importance of brick-and-mortar retail,” Brian Field, ShopperTrak’s senior director of advisory services, said.

　　“对于传统零售的转型，仍有大量的争论”，ST公司高级咨询师Brian Field如是说。

　　“The fact that shopper visits remained intact on Black Friday illustrates that physical retail is still highly relevant and when done right, it is profitable.”

　　事实表明，黑色星期五的顾客访问量依然基本维持原位，表明实体经济之间还是高度相关的，只要正当操作，就能继续盈利。

　　The National Retail Federation (NRF), which had predicted strong holiday sales helped by rising consumer confidence, said Friday that fair weather across much of the nation had also helped draw shoppers into stores.

　　由于顾客信任度的上升，国家零售联合局已经预测到了假日的高销售额，这个机构表示星期五众多州的好天气也会是吸引购买者来到商店的原因。

　　The NRF, whose overall industry sales data is closely watched each year, is scheduled to release Thanksgiving, Black Friday and Cyber Monday sales numbers Tuesday.

　　NRF每年都会发布备受关注的全行业销售数据，其预计将于周二公布感恩节、黑色星期五以及网络星期一的总销售量。

　　U.S. consumer confidence has been strengthening over this past year, thanks to a labor market that is churning out jobs, rising home prices and stock markets that are hovering at record highs.。

　　这些年来，美国的顾客信任度不断提升，这要归功于创造大量工作机会的劳工市场、国内物价上涨，和一直高额盘旋的股市交易记录。