Black Friday Is Mutating

Thursday, 30 Nov, 2017

More people shopped from Thanksgiving through Cyber Monday than had been forecast - 174 million vs. 164 million - and they spent an average of $335.47 each, but the dominant place in shoppers' minds was online, according to a survey from the industry's largest trade group. Multichannel shoppers spent $82 more on average than the online-only shopper, NRF noted, and $49 more on average than the in-store shopper.

He said 91 percent of consumers still have shopping to do over the next month, and 90 percent of them expect promotions and discounts to be similar to those offered by retailers over Thanksgiving weekend.

Cyber Monday e-sales alone saw a significant 16.8 percent increase from the same day last year, which oddly enough is also how much online revenue has surged for the November 1 to 27 timeframe year-over-year. The survey results are based on responses from 3,242 consumers and has a margin of error of plus or minus 1.7 percentage points.

The holiday shopping season is here, and consumers are turning up for deep discounts in full force.

Black Friday weekend no longer brings a stampede of crazed shoppers to America's malls. "This may be attributable to more aggressive deals and comparison checking inside stores". Yet although Cyber Monday has become the posterchild for online holiday shopping, the day still hasn't dominated social media, giving weight to the idea that retailers can be doing more to promote Cyber Monday deals.

Top retail promotion drivers: Search drove the majority of online sales on Cyber Monday at 41.7 percent (paid search at 22.9 percent, organic search at 18.8 percent).

The amount spent on United Kingdom online retail sites on Black Friday 2017 was up 11.7% to £1.39bn. But we're certainly encouraged that we're starting off from a position of strength. That made Monday the biggest online shopping day in USA history. Thanksgiving Day 2017 also reportedly featured the biggest discounts on apparel, computers, and sporting goods, and many retailers are expected to have sold out of product categories like appliances, tablets, and televisions, even before Black Friday arrived. As of last night, Cyber Monday was on track to hit $6.57 billion in sales, up almost 17 percent from 2016, making it the biggest one yet.

Analysis from other research firms showed traffic to stores falling over the holiday, though the decline was not as steep as some predicted. The average order value (AOV) of a Cyber Monday purchase was $103, down from $106 in 2016, and $10 less than the AOV of Black Friday purchases.

Nearly half of apparel sold online during the holiday season were marked down an average of 46 percent, according to research firm Edited.

129 million people visited online retail sites on Black Friday, up 14 percent vs. last year, with 55 million coming via desktop and 104 million via mobile (and 30 million on both).