Black Friday US sales results are in and the results are… mixed, depending on whether you look at in store for online sales. Let’s see what the experts have to say.
ShopperTrak reports retail store sales on Black Friday fell 10% to $10.4 billion. The National Retail Federation tried to put a positive spin on in-store sales decreases saying 103 million shoppers will shop online compared to 102 million last year. Adobe said online sales on Thanksgiving and Black Friday were up 18% to $4.47 billion. Custora E-Commerce Pulse pegged online sales increases at 16.1% with 36.1% on mobile. The National Retail Federation said average sales were $299.60, significantly less than the $407.02 average reported by the Federation last year although they cited a different methodology for this year’s tracking of results.
$1 billion less was spent in-store on Thanksgiving and Black Friday according to Adobe. Thanksgiving online sales were up 14% and Black Friday online sales up 25%. Apple, Amazon and JC Penney had strong sales while Neiman Marcus suffered online outages and Walmart sales were unimpressive. comScore project $70.1 billion will be spent buying gifts online during the holiday season, up 14%. Though closed on Black Friday, SimilarWeb reports that REI had a 10% jump in online traffic on Thanksgiving, and a 26% rise on Black Friday. According to TechCrunch, IBM said average sales were $134.45 and popular products included Apple Watch, Microsoft’s Surface Pro 4, and TVs from Samsung, Sony and LG.
Black Friday store sales fall as Americans buy more online
Sales at retail stores on Black Friday fell 10 percent to $10.4 billion this year, down from $11.6 billion in 2014, according to research firm ShopperTrak. And sales on Thanksgiving dropped by the same percentage, to $1.8 billion.
A big reason for the decline is increased online shopping, as Americans hunt down deals on their smartphones, tablets and computers. And many retailers are offering bargains long before Thanksgiving, limiting the impact of Black Friday specials. Online sales jumped 14.3 percent on Friday compared with last year, according to Adobe, which tracked activity on 4,500 retail websites. Online deals accounted for 40 percent of total sales, while email promotions drove 25 percent more sales compared with 2014. Via wfla.com
Retailers ride strong online traffic heading into Cyber Monday
Many shoppers said “no, thanks” to wild crowds over the holiday weekend as more people opted to shop online than in stores, initial data show.
As retailers seamlessly transitioned from Black Friday deals to Cyber Monday deals as early as Saturday, they were riding the tailwind of a shopping weekend that found more than 103 million people say they had or planned to shop online Thursday through Sunday, according to the National Retail Federation’s consumer sentiment survey of 4,281 people out Sunday. That’s compared to nearly 102 million people who shopped in stores during the four-day period. Via usatoday.com
Preliminary figures show Black Friday weekend store sales down, online spending up
While the final verdict on the Black Friday weekend won’t be in until next year, when retailers report their holiday results, one thing the experts agree on is that online sales once again enjoyed much stronger growth than traditional brick-and-mortar stores and malls.
Several studies released over the weekend showed different levels of online growth, all in the double-digits. Adobe, which measures online transactions at the top 100 U.S. retailers, said online sales on Thanksgiving and Black Friday set a record, at $4.47 billion, up 18 percent from last year. The Custora E-Commerce Pulse, which gathers data from more than 200 online retailers, said online sales on Black Friday grew by 16.1 percent, with 36.1 percent of those sales made with mobile phones. Via northjersey.com
Black Friday Winners And Losers: How Amazon, Walmart, Apple, And More Fared
Consumer insights firm ShopperTrak, for one, is estimating that shoppers spent over $1 billion less in brick-and-mortar stores on Black Friday this year than in 2014, thanks to the growth of e-commerce and to retailers “successfully elongating the holiday.”
What is becoming clear is that some retailers and brands fared far better than others on the biggest shopping day of the year, based on both data and customer sentiment. Winners included Apple, Amazon and JC Penney and losers Neiman Marcus and Walmart. Via forbes.com
Online Shoppers Spent $4.45 Billion On Black Friday And Thanksgiving
Online e-commerce sales on Black Friday and Thanksgiving Day continued to grow to record spending levels, thanks to more shoppers forgoing crowds in stores to shop at home. Together, shoppers spent $4.45 billion online on Black Friday and Thanksgiving Day, according to data released by Adobe.
Black Friday brought in $2.72 billion in e-commerce sales, up 14% from 2014. Thanksgiving Day saw a higher jump in online spending, with $1.73 billion in sales, up 25% from the previous year.in Via fortune.com
REI’s move to close Black Friday pays off with 26% hike in online traffic
When REI announced its “Opt Outside,” campaign, the outdoor retailer made a bold statement about shutting down brick-and-mortar stores on the busiest shopping day of the year. Apparently, that move didn’t hurt online sales. In fact, REI saw online traffic growth on both Thanksgiving and Black Friday, according to data by digital analytics company SimilarWeb. SimilarWeb reports that REI experienced a 10 percent bump in online traffic on Thanksgiving, and a 26 percent rise on Black Friday.
REI wasn’t the only retailer that experienced a significant holiday traffic hike. SimilarWeb reports that other stores closed on Thanksgiving saw an increase in online traffic: “GameStop saw a one-day Thanksgiving rise of 132%, Staples (120%), PetSmart (69%) and Nordstrom and Pier1 both saw a 54% one-day rise in traffic.” Via geekwire.com
Thanksgiving/Black Friday Online Sales Hit $4.5B, 34% Of Purchases Made On Mobile
The first two days of the holiday sales period have netted $4.45 billion in U.S. online purchases, with mobile devices — led by smartphones — accounting for a record $1.5 billion of that amount, with $2.72 billion spent on BlackFriday and $1.73 billion on Thanksgiving. The figures come from Adobe, which has been tracking some 4,500 sites, including 80% of the top 100 retailers. IBM says Black Friday outpaced that with the average basket size of $134.45, and sales up 20.7% on a year ago with popular items including Apple Watch, Microsoft’s Surface Pro 4, and TVs from Samsung, Sony and LG.
The number of people buying goods online and by mobile during the holiday season continues to grow, but the average value of what they are buying may be falling. IBM says that Thanksgiving online sales — amassed by way of its Benchmark survey tracking thousands of sites — overall were up 26% compared to a year ago. But the average spend per order on Thursday as $123.45. That’s down from $125.25 a year ago, and nearly $10 less than 2013, when the average basket value was $132. Via techcrunch.com
For retailers, the start of the holiday shopping season looks positive if you’re combining in-store and e-commerce sales in total. Tomorrow, we’ll have a preliminary report on Cyber Monday sales.