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Online sales rise, in-store shopping falls during Black Friday and Cyber Monday

By Tandem Media Network • Dec 3, 2018 at 5:00 PM

Retail sales reached record highs for the shopping period from Black Friday to Cyber Monday, but in-store shopping dropped as more people chose to leave store lines to find deals online.

Nationally, sales at retail websites continued to increase this year with Monday alone generating $7.9 billion — making it the single busiest online shopping day of the year — while Black Friday sales brought in a combined $9.9 billion during Thanksgiving and Friday, according to Adobe Analytics.

Online shopping on Saturday and Sunday increased to $6.4 billion and the holiday shopping season for all of November grew by about 20 percent generating more than $1 billion each day of the month.

But foot traffic and sales at brick-and-mortar locations declined for the fourth year in a row. Over the weekend, it’s estimated 151 million people visited a retailer in-person, but this was still about a six percent decrease from last year, according to RetailNext, which tracks store traffic.

In-store purchases are also estimated to have fallen approximately seven percent, but an encouraging sign is in-store shoppers spent more than in past years and visited an average of 11 stores, according to the International Council of Shopping Centers

The council conducted a survey of 1,007 people to collect its results. It found the most popular in-store locations for shoppers to visit were stores like Target, Walmart and Kohl’s.

Another positive for local retailers is that the most successful businesses during the Black Friday to Cyber Monday shopping period were the ones that integrated online shopping with in-store retail.

This past holiday weekend saw a 50 percent increase in buy-online, pickup in-store purchases from last year, and physical stores locations caused a 28 percent increase in a retailers’ online purchases, giving stores a reason to keep as many locations open as possible.

This year also saw a change in methods of online shopping with $2.1 billion worth of purchases being made through mobile devices — smart phones and tablets — on Cyber Monday.

“Sales coming from smartphones hit an all-time high of $2 billion and we saw a significant spike in the buy-online, pickup in-store trend,” said John Copeland, Adobe’s head of Marketing and Customer Insights, in a news release.

Black Friday’s winners this year were Amazon and big-box retailers like Target, Best Buy, Kohl’s, Walmart and Old Navy. Target and Walmart both saw increases as in the toy market after the demise of Toys R Us.

Kohl’s benefitted by demand for its kitchen products and technology as well as its partnership with Amazon which saw the store helping process purchases for the online retailer. Best Buy also benefitted by carrying TVs with Amazon Fire technology.

What sold?

Cyber Monday top sellers, according to Adobe:

• Nintendo Switch

• Little Live Pets

• Red Dead Redemption 2

• TVs

• Drones

• Laptops

• FurReal Pets

• Amazon Echo


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