Black Friday looked good compared to an average day this year or even a year ago, but less so when compared to 2019. Online, sales were healthier, but just a 2.3% gain from 2021, Adobe said. Lululemon Athletica, American Eagle Outfitters and Victoria’s Secret were winners, and Gap, Banana Republic and Hollister were challenged.
Like its holiday twin Black Friday, Cyber Monday in the U.S. saw ecommerce sales reverse course for the first time in memory, according to Adobe Digital Insights, dropping 1.4% from 2020. Consumers en masse have heeded warnings about stock-outs on digital shelves amid supply chain-fueled inventory shortages by shopping earlier.
Like lots of things, Cyber Weekend ain’t what it used to be, with a lot of air let out of the balloon. Major retailers vie to outdo each other by launching Black Friday deals ahead of the starting gun. Black Friday deals at Target, Best Buy and Amazon all launched last week, with Walmart joining today. Here’s an outlook and some thoughts.
So, here we are again. Cyber Monday and Black Friday are fast approaching, and we’re just days away from the official kickoff for the seven-day period that encases these two mega events in the ecommerce calendar: Cyber Week. Thankfully, it is relatively simple to structure your promotions in a way that safeguards your margins.
As expected, Black Friday 2020 saw tremendous success online but was a bust in stores, as shopper behavior has been altered irrevocably by the ongoing pandemic. Adobe Analytics reported $9 billion in ecommerce sales on Black Friday, up 21.6% from $7.4 billion in 2019. Store traffic meanwhile was down 48% to 52%.
As COVID-19 restrictions tighten once again, consumers will be staying away from stores in droves on Black Friday, with CommerceHub reporting 70% would not be venturing out for deals the day after Thanksgiving. 71% said they planned to shop online during Black Friday and Cyber Monday, holding out until then for better deals.
It’s been a wild year for retailers. The homestretch of 2020 finds most of them hoping to over-perform and make up for time and money lost to the COVID-19 crisis. Do American consumers have enough left in the tank (and the bank account) to provide a much-needed boost? Let’s examine that question by looking back to October.
The 2019 holiday season has concluded, and once again ecommerce experienced record-breaking sales. But what made the 2019 holiday season so successful, and which trends have become the new normal? Analyzing the results does no good unless you implement the lessons learned to further your marketing program.
Total ecommerce sales hit $26.93 billion over Cyber Weekend, according to data from Adobe Analytics, as stores went in the opposite direction. Cyber Monday’s online spending reached a record $9.4 billion, up 19.7%, making it the largest online shopping day of all time in the U.S. Store sales dipped nearly 1%, according to RetailNext.