Over a month after this year’s hectic Thanksgiving weekend, the holiday shopping season is winding down, with a week or two of final sales and returns to close out the year. Looking upon the holiday gifts that we purchased a few weeks ago begs the question of Black Friday’s significance in the face of online presences’ rising prominence. No doubt, the continued onslaught of sales and discount throughout the holiday season will affect the final holiday season scorecard for retail.
Of customers polled about their shopping plans for Black Friday, 35% responded that family tradition drives them to the store, 23% pointed to kicking off the holiday and enjoying holiday decorations and displays, and 18% said it’s the best time to browse and shop for the perfect gift for someone on their list.
With initial reports already streaming in, online sales over the holiday shopping weekend were huge. Early analysis points to a 20% growth in digital sales compared to last year according to Adobe Digital Insights. Black Friday sales online were the highest ever, marking the first time when mobile devices accounted for over $1 billion in one-day total sales. Overall, online sales continued in a year over year trend of growth for the holiday shopping weekend.
This year, as always, Black Friday will be a critical day for retail, especially those with traditional brick and mortar footprints. Last year, online shoppers roughly equaled those that ventured into the store according to Bloomberg. Many of those online shoppers spent money with pure-play online retailers like Amazon.