Why Black Friday Had More Online Shoppers Than Cyber Monday, And 3 Other Trends From Retail’s Big Weekend

Retailers’ earlier-than-ever promotions may have stolen some thunder from Black Friday, but the latest scorecard shows the traditional kickoff to the holiday shopping season—the five days from Thanksgiving to Cyber Monday—remains critical.

Retailers’ earlier-than-ever promotions may have stolen some thunder from Black Friday, but the latest scorecard shows the traditional kickoff to the holiday shopping season—the five days from Thanksgiving to Cyber Monday—remains critical.
A record 190 million U.S. consumers shopped those five days, an increase of more than 24 million from last year, the National Retail Federation and Prosper Insights Analytics said Tuesday. About two-thirds visited physical stores while three-quarters shopped online. 
Consumers spent on average $362, 16% more than last year. Contrary to other years, 25-to-34-year-olds beat those aged 35 to 44 to become the biggest spenders, shelling out $440.
Echoing other studies, the survey found a healthy in-store appetite from Gen Z shoppers, driven by their desire for social interaction, nostalgia about the childhood family tradition and FOMO (fear of missing out) about deals. More than three-fifths of those aged 18 to 24 shopped in physical stores over the holiday weekend, up from 46% last year. 
Today In: Business In another surprise, the study found that Black Friday, traditionally known for driving in-store traffic, for the first time beat Cyber Monday in the number of e-commerce shoppers by 10 million, totaling 93.2 million. That online fervor beat even Black Friday’s own in-store traffic of 84.2 million shoppers.
“Ten years ago, Cyber Monday was about people getting back to the office after the long weekend” because of the access to high-speed internet in offices, NRF president and CEO Matthew Shay said on a media call Tuesday. “You no longer need to wait till Monday.” 
PROMOTEDJapan BRANDVOICE | Paid ProgramAt IFA, Startups Forge Human-Centric Interfaces Between People and TechnologyUNICEF USA BRANDVOICE | Paid ProgramPolio Vaccinators Build Trust To Protect Children In PakistanCivic Nation BRANDVOICE | Paid Program Tripling The College Student Vote In Ann Arbor While Black Friday may have gotten more online browsers and buyers, Cyber Monday remains the reigning king when it comes to actual spending. 
A record $9.4 billion was spent online on Cyber Monday, a nearly 20% jump from last year and the biggest U.S. online shopping day of all-time, Adobe Analytics said Tuesday. Black Friday for its part inked $7.4 billion in online sales, making it the third-largest online sales day ever, after the last two Cyber Mondays, Adobe data shows. 




Here are other key holiday trends worth watching: 
Black Friday continues to lose its luster. On Monday night, a Gap store in New York’s Midtown East still had Black Friday 50%-off-everything signs in store windows, with an employee informing me the sale had been extended through Wednesday. 
As more retailers offer doorbuster deals earlier and for longer than ever, Black Friday is not the one-day event it once was. The urgency isn’t the same, either.
While Thanksgiving Day brick-and-mortar store visits rose 2.3%, Black Friday traffic dropped 6.2%, more than triple the pace of decline last year and the third straight decrease, according to mall traffic tracker ShopperTrak. 
Data from RetailNext, which measures in-store visits for many online-born direct-to-consumer brands and other retailers, also showed a 2.1% decline in store visits on Friday. There’s one comforting sign, however: More of those who actually made it to stores turned into buyers, with an increase in conversion rate and total spending, the data shows. 
“As the rise of mobile and omnichannel access and marketing continues, the physical theater of the day of Black Friday softens,” Cowen Co. analyst Oliver Chen said in a report. 
“Click and collect” could be a game changer. With the continued growth in online sales, brick-and-mortar retailers beyond giants like Walmart and Target are doubling down on having you pick up your e-commerce orders in stores or curbside to help improve traffic and—hopefully—persuade you to make that extra impulse purchase in stores.
Nordstrom, for instance, has installed kiosks to process e-commerce returns and pickups at the center of its stores while Kohl’s takes Amazon returns for free. 
Jamie Nordstrom, Nordstrom’s president of stores, said at a conference recently that as Nordstrom expects online to eventually rise to half of its business, from 30%, it has allocated some of its “traditionally highly productive” first-floor space for express online pickups and returns and alterations. 
That effort looks to have paid off. Edison Trends, in a study of online receipts, found Nordstrom saw a 60% increase in online sales on Thanksgiving and Black Friday, the most growth among major retailers it tracked, topping even the rates of Walmart and Amazon.
Season to date, so-called BOPIS—buy online, pickup in-store—has risen 41% industry-wide, with retailers that offer the service seeing more visitors converting to buyers than those without, according to Adobe. 
But retailers have more work to do. Only 2% of shoppers said they used such a service over the holiday weekend, according to a survey from real estate research firm JLL. 
Social shopping is not a thing yet. Even though retailers are spending more marketing dollars on social media, Adobe data shows social networks, while driving more traffic to retailers’ sites, still struggle to convert visits into purchases. In fact, only 2.1% of the holiday online sales Adobe tracks comes from social media. 
That appears at odds with what retailers are spending: Over 45% of retailers’ ad investments were going into paid social this holiday season, up from less than 15% last year, according to a study from independent ad agency PMG. 
Richard Branson is a creative person who has been writing blogs and articles aboutcyber security. He writes about the latest updates regarding mcafee.com/activate and how it can improve the work experience of users. His articles have been published in many popular e-magazines, blogs and websites

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