Depending on who you believe, domestic holiday retail sales were up 6% to 8%, which should cause retailers to do backflips, considering the state of the economy. But the rate of ecommerce growth was slower, reversing a trend from past years, with online sales up 3.5%, as the stores became the story.
The three major parcel carriers had a decent peak holiday season in terms of on-time performance, with service levels comparable to 2019, according to ShipMatrix, not surprising as volumes were lighter even though holiday sales increased, as many shoppers returned to stores. FedEx saw a significant improvement over its 2021 showing.
As did Black Friday, Cyber Monday set a record of $11.3 billion in online spending, per Adobe Analytics, up 5.8% from the first-ever down year of 2021, once again driven by heavy discounting to spur demand in an inflationary period. At the peak of 8 a.m. to 9 a.m. PST, consumers were spending at a clip of $12.8 million every minute, Adobe reported.
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.
Sales expectations are somewhat muted based on a welter of surveys and experts, as well as most retail earnings, but Cyber Week is still kind of a big deal, extended season and early deals notwithstanding. There are, of course, no lack of consumer jitters due to nagging inflation, with study after study indicating some degree of hesitancy.
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With lowered holiday shopping expectations amid inflation concerns, consumers hunt for deals as early promotions lured them in but not in the hoped-for droves, and inventory remains a challenge. Retailers continue to discount and promote to clear out stock, increasingly using resale platforms like Poshmark, ThredUp and Etsy.
