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Black Friday’s purchase looked different in 2020 because of COVID-19
Many retailers encouraged shoppers to look for the best deals online, but there were still a few lines in stores.
Even with one month of sales dubbed “Black Friday,” it toppled online sales on Friday when shoppers continued to click the “Add to Cart” button and collect bids from home.
Digital sales gave a boost as fewer shoppers took to stores this year amid the coronavirus epidemic, with store-based Black Friday sales down 52.1%, according to preliminary data from Sensormatic Solutions.
According to Adobe Analytics, consumers spent $ 9 billion online, an increase of nearly 22% from $ 7.4 billion in 2019 on Friday Friday online sales.
Adobe, which measures 80 sales from the top 100 online retailers in the U.S., said it is the second largest online release date in U.S. history, behind Cyber Monday 2019.
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But shoppers didn’t just buy new consoles, phones, smart devices and televisions.
“Traditional Black Friday purchases this year share the location of the online shopping cart with unorthodox Black Friday purchases such as food, clothing and alcohol that would have been previously purchased in a store,” said Taylor Schreiner, director of Adobe Digital Insights in a statement. and the United States.
The most popular products included Lego sets, Barbie toys, kids scooters, HP laptops and Apple watches, according to Adobe.
According to the Shopify e-commerce platform, among one million independent businesses directly targeted at consumers, Black Friday sales were $ 2.4 billion worldwide, a 75% increase over Black Friday 2019.
San Francisco-based cloud software company Salesforce released even higher Black Friday sales figures. The company said U.S. brands and retailers brought in $ 12.8 billion in digital revenue on Black Friday, up 23% from a year earlier, and global digital revenue grew 30% to $ 62.2 billion.
And those retailers “who offered extreme, interoperable and in-store recording have increased digital sales by 19% compared to those that don’t offer these options on Black Friday,” Salesforce said.
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Slim lines in the United States on Black Friday
The coronavirus epidemic is thinning crowds in malls and stores across the country on Black Friday, famous for its large crowds. (November 27)
Cyber Monday is expected to break new records
Online sales are expected to continue to soar as more shoppers fall home.
Cyber Monday 2020 is expected to break more records and hold first place than the busiest online shopping day, and shoppers are expected to spend $ 12.7 billion, up 35% from 2019, Adobe said.
Salesforce said the surge in digital orders during Cyber Week will call into question the logistics capabilities of many retailers. Several retailers have made changes this year, using the stores as a fulfillment center, adding on-site pickup, and working with delivery services like Uber, Lyft, Postmates and Instacart.
“Retailers who haven’t designed a‘ shipageddon ’will find themselves in a difficult position to deliver an attack on digital orders before the winter holidays,” said Rob Garf, vice president of strategy and recognition at Salesforce. “With the influx of online orders, the winners will be those retailers who have designed shipping restrictions and introduced creative last-mile options.”
Cyber Monday began in 2005 and has consistently sold sales records year after year.
“Because of the expansion of COVID and in-store sales online, there is no longer a difference between Black Friday and Cyber Monday,” said Greg Sterling, vice president of market insights for Uberall’s online presence company. – Now it’s just a longer shopping weekend on the bookshelves.
Kohl began selling Cyber Week on Saturday, and Target will launch a new “Flash Sales” on Cyber Monday on Sunday.
Featuring: Charisse Jones and Jefferson Graham, USA MA
Follow US TODAY reporter Kelly Tyko on Twitter: @KellyTyko