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Black Friday Online Shopping on the Rise

2018-12-13 11:50 Thursday


Black Friday in 2018 generated a record high of $6.22 billion in online sales, up 23.6% from the previous year. By comparison, sales in brick-and-mortar retailers during Thanksgiving and Black Friday dropped 4-7% from 2017, marking  a fourth consecutive year of decline. According to the latest market research, shopper visits fell 1%, less drastic than the 1.7% in 2017, indicating a weakening brick-and-mortar retail presence and soaring online sales.

Black Friday Online Shopping

Adobe Digital Insights found that 33.5% of e-commerce sales on Black Friday came from mobile devices, compared with 29.1% in 2017, more than $2 billion in transactions.

"Retailers have done their part to build better mobile experiences for consumers and turning nearly 10% more smartphone visitors into buyers this Black Friday versus last," said Taylor Schreiner, Director of Adobe Digital Insights.

To attract more customers, retail giants including Target, Kohl's and Walmart even provide "buy online and pick up in store" service, as a method for stimulating additional purchases.

Amazon's dominance in the online sphere is also being challenged, with Amazon's principal rivals investing heavily in ecommerce and logistics. Nearly all large retailers have promoted discounts on their own online shopping platforms. Total online sales for Black Friday were up 48% at Target, 34% at Macy's and 23% at Walmart.

Meanwhile, shoppers bought more big-ticket items such as appliances, furniture and bulkier electronics from their phones, with the average order up 8.5%  to $146, based on Adobe's data. "Consumers are clearly feeling more reliable in buying higher-ticket items on their smartphones," Schreiner added.

Brian Field, Director of ShopperTrak, noted there were many more important shopping days ahead during the holiday season, including four Saturdays in December before Christmas. "Shopping in physical stores during the holidays continues to be an exciting annual event," he said.

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