Black Friday reports show a drop in online sales, as in-store traffic rebounds from last year but fails to reach pre-pandemic levels

Black Friday reports show a drop in online sales, as in-store traffic rebounds from last year but fails to reach pre-pandemic levels
© Zou Zheng/Xinhua via Getty Images Black Friday shoppers at a mall in Toronto, Canada, on Nov. 26, 2021. Zou Zheng/Xinhua via Getty Images

  • Online sales reached $8.9 billion on Black Friday, slightly below 2020 levels, according to data from Adobe Analytics.
  • Meanwhile, physical store traffic rose significantly from last year, but was still well below pre-pandemic levels. 
  • According to analysts, the mixed performance points to shifting consumer trends like buying earlier, particularly amid the supply chain crisis. 

Another Black Friday has come to a close, and early reports show a mixed performance for the annual shopping holiday. 

While the impact of the coronavirus pandemic dampened 2020 sales, this year’s Black Friday faced a number of unique hurdles of its own, including a national labor shortage, widespread supply chain constraints, and the emergence of a new COVID-19 variant.

Though retailers made some gains — including in areas like in-store traffic and mobile sales — data shows the industry is still struggling to return to pre-pandemic levels. The findings also indicate a shift in consumer spending patterns, such as starting shopping earlier in the season and taking advantage of newer services like buy-now-pay-later. 

“Consumers have been shopping strategically this season: Buying early and taking advantage of deals retailers have been promoting since late October,” Adobe Digital Insights Director Taylor Schreiner said in a statement on Friday. “Black Friday still remains a major online shopping day, but the surge in online shopping is coming from the less marketed days of the season.”

We took a closer look at the key findings from Black Friday, below.

Black Friday reports show a drop in online sales, as in-store traffic rebounds from last year but fails to reach pre-pandemic levels
© Provided by Business Insider People line up to enter a store during Black Friday shopping at Fashion Outlets of Chicago in Rosemont of Greater Chicago Area, Illinois, the United States, on Nov. 26, 2021. Joel Lerner/Xinhua via Getty Images

In-store traffic rose, but failed to reach pre-pandemic levels

While some shoppers were met with traditional Black Friday scenes of lengthy lines and crowded malls, others reported sparsely populated and fairly quiet stores this year.

This mixed bag was also reflected in the traffic numbers: According to data from RetailNext, traffic at brick-and-mortar stores increased by 61% on Black Friday compared to 2020 levels. And while the boost is a marked improvement from last year, in-store traffic was still 27% below pre-pandemic rates in 2019.

Likewise, Sensormatic Solutions, a company that tracks physical store traffic, found that while there was a 48% gain over 2020, rates were still 28% lower than 2019. 

“While in-store shopping is still not back to 2019 levels, more shoppers felt comfortable visiting stores in person this Black Friday than in 2020,” Brian Field, senior director of global retail consulting at Sensormatic Solutions, said in a press statement. “One driver of this increased traffic could be ongoing supply chain challenges and shipping delays.”

Online sales dipped  

E-commerce sales reached $8.9 billion on Black Friday, slightly below 2020 levels of $9 billion, according to data from Adobe Analytics.

The number was at the low end of Adobe’s predicted range, and also came after disappointing flatline sales of $5.1 billion on Thanksgiving Day — marking the first time both days failed to boost year-over-year spending. 

The sales indicate “another sign that consumers started to shift their spending to earlier in the season, responding to promotions and deals from retailers that started in October,” Adobe said.

Black Friday reports show a drop in online sales, as in-store traffic rebounds from last year but fails to reach pre-pandemic levels
© Bryan Bedder/Getty Images for REVOLVE A view of the Afterpay register during Revolve’s New York Fashion Week pop-up at Hudson Yards on September 09, 2021 in New York City. Bryan Bedder/Getty Images for REVOLVE

Buy-now-pay-later usage surged 

Buy-now-pay-later (BNPL) services like Klarna and Afterpay have been on the rise, and in recent months several major retailers have opted to integrate the option into point-of-sales both in-store and online.

Thanks in part to its newfound ubiquity, BNPL usage is on the rise this holiday season: Accordng to Adobe, total BNPL spending and volume of orders in November is up 422% and 438%, respectively, from 2019 levels. 

Smartphone browsing is on the rise

Mobile shopping comprised 44.4% of online sales on Black Friday, an increase of 10.6% year-over-year, according to Adobe.  However, a majority of consumers prefer to browse deals on their phone before making purchases on desktop, with smartphone visits accounting for 62.2% share compared to desktop, an increase of 2.2% from 2020, the data shows.

Curbside pickup is still thriving

While some pandemic-era shopping habits have fallen away, one remains popular — curbside pickup. According to Adobe, curbside services were used in 20% of all online orders placed on Black Friday. For the month of November, curbside services were up 78% from pre-pandemic levels in 2019.

 Read the original article on Business Insider

News Related

OTHER NEWS

Escudero urges officials to buy health-related goods before procurement ban

SORSOGON Governor Francis Joseph “Chiz” Escudero has urged both the national and local officials to secure all health-related purchases before the procurement ban takes effect during the election period. Escudero, ... Read more »

Drug war not a waste of resources; P74 billion in drugs seized –Palace

Malacañang said Tuesday that the Duterte administration’s war on drugs was not a waste of resources as it resulted in P74 billion worth of illegal drugs being seized. “Wala pong ... Read more »

Cloudy skies, scattered rains over parts of Bicol, Visayas, Mindanao due to LPA

Cloudy skies Cloudy skies with scattered rains and thunderstorms will prevail over parts of Bicol region, Visayas and Mindanao due to a low pressure area (LPA), PAGASA said on Tuesday. ... Read more »

Senate asked to pass bill granting tax exemption on teachers' poll honoraria

THE Alliance of Concerned Teachers asked the Senate to tackle and pass the bill to exempt teachers’ honoraria from election work to be subjected to tax. It said that three ... Read more »

Don't curse your double chin and pot belly – you may have ‘lucky genes'

© Chris Radburn/PA Genes control how a person’s body distributes its fat – Chris Radburn/PA A middle-aged spread may be a sign a person has “lucky” genes which protect against ... Read more »

Sta. Lucia delivers the ideal ‘now normal' lifestyle

© Business Mirror If there’s anything this ongoing pandemic has taught us, it would be the value of a safe space. Besides providing areas for us to sleep, our homes ... Read more »

Afternoon schedule on 1st day of Bar exam adjusted

Photo: SC PIO The Supreme Court has adjusted by a few minutes the afternoon schedule on the first day of the Bar examinations. In a bar bulletin, Justice Associate Marvic ... Read more »

I called the police on my neighbour's kids – people say I'm an a**hole but I can't see what I've done wrong

A WOMAN has revealed that she phoned the police on her neighbour’s children who were playing outside her home. Taking to Reddit she explained that she lived in a “semi-poverty ... Read more »

House OKs on 2nd reading bill seeking to regulate motorcycles-for-hire

Batasang Pambansa Complex Batasan The House of Representatives on Tuesday approved on second reading the bill seeking to regulate the operations of motorcycles-for-hire. House Bill 10571 or the proposed Motorcycles-for-Hire ... Read more »

Happy surprise for siblings Donny and Hannah Pangilinan during breakfast date with parents

© Provided by PEP.ph Celebrity couple Anthony Pangilinan and Maricel Laxa shared on Instagram a happy coincidence during a breakfast date with two of their grown children, . The plan was ... Read more »

G2 officially benches mixwell from VALORANT squad

© Provided by Dot Esports Oscar “mixwell” Cañellas will no longer play for G2’s VALORANT team, the player revealed today on social media. The former captain recently had his place taken ... Read more »

House pushes for tougher anti-trafficking law to fight online abuse

Batasang Pambansa Complex Batasan The House of Representatives on Tuesday approved on second reading the measure seeking to strengthen policies on anti-trafficking in persons. House Bill 10658, which was approved ... Read more »

Bosnia risks entering legal and institutional vacuum -corruption watchdog

© Reuters/DADO RUVIC FILE PHOTO: Aerial view of Sarajevo SARAJEVO (Reuters) – Bosnia ranks as the third worst country in Europe on the Corruption Perception Index (CPI) and is at ... Read more »

Nvidia is making preparations to give up on Arm acquisition, says report

© Photo by Justin Sullivan/Getty Images Nvidia is reportedly preparing to give up on its $40 billion purchase of chip designer Arm, according to Bloomberg News. The deal has faced ... Read more »

Brazilian writer, guru to rightwing Bolsonaro, dead at 74

© Alan SANTOS Handout picture released by the Brazilian Presidency showing Brazilian President Jair Bolsonaro (R), next to ultra-right wing guru Olavo de Carvalho (C) and former Brazilian Foreign Minister ... Read more »

Ukraine-Russia: What is Nord Steam 2, and why is it contentious?

As Western powers attempt to avert a Russian invasion of Ukraine, Nord Stream 2, a long-touted energy infrastructure project that has already driven a wedge between Germany and the United ... Read more »

Denis Shapovalov makes ‘corrupt' accusation in Australian Open loss to Rafael Nadal

Denis Shapovalov (left) and Rafael Nadal have a spirited discussion at the net. EPA Rafael Nadal was “destroyed” – and so was Denis Shapovalov’s racket. The Canadian shattered his racket ... Read more »

Lufthansa greift mit starkem Partner nach Nachfolgerin der Alitalia

© KEYSTONE/DPA/BORIS ROESSLER Nach einer fast endlosen Serie von Pleiten und Rettungsversuchen bei der Vorgängerin Alitalia zeichnet sich eine Zukunft für Italiens Staats-Airline ITA ab. Mit an Bord ist der ... Read more »

Carol Vorderman reveals heartbreaking reason her mum forced her to leave home in Wales and said she couldn't return

CAROL Vorderman has revealed her heartbreak after her mum forced her to leave their home in Wales. The presenter, now 61, was told never to return when her mum split ... Read more »

Giant Elon Musk rocket is about to CRASH into the Moon after ‘7 years of chaos'

A FOUR-TONNE chunk of a SpaceX rocket is on a collision course with the Moon, according to online space junk trackers. The out-of-control booster was launched from Florida in February ... Read more »

Authorities identify 6 found dead at Milwaukee duplex

MILWAUKEE (AP) — Six people found dead with gunshot wounds in a Milwaukee duplex have been identified while police continue Tuesday to look for the person or people responsible for ... Read more »

Soha Ali Khan, Kunal Kemmu celebrate seven years of marital bliss

© Provided by Zee News New Delhi: Actors Soha Ali Khan and Kunal Kemmu are celebrating seven years of marital bliss on Tuesday. Taking to her Instagram handle, the ‘Rang ... Read more »

‘Aftershock' puts human face to maternal health crisis in US

The Associated PressShawnee Benton Gibson, left, and Bruce McIntyre appear in “Aftershock” by Paula Eiselt and Tonya Lewis Lee, an official selection of the U.S. Documentary Competition at the 2022 ... Read more »

Ex-NSO chairman says departure unrelated to company turmoil

JERUSALEM — The former chairman of the NSO Group on Tuesday confirmed that he has left the Israeli spyware company but said his departure was planned months ago and was ... Read more »

Alia Bhatt's Emotional Breakdown During Shooting For Gangubai Kathiawadi

© Provided by Lehren Alia Bhatt’s Emotional Breakdown During Shooting For Gangubai Kathiawadi Alia Bhatt is an actress known for her strong screen presence and top-notch acting skills. Her commendable ... Read more »

Record single day Covid spike in Kerala with 55,475 new cases

© Provided by DNA Kerala reported 55,475 new COVID-19 cases on Tuesday, the highest ever reported from the state in a single day since the outbreak of the pandemic in ... Read more »

Will it be R.P.N. Singh vs Swami Prasad Maurya in Padrauna?

© Provided by India Today “A political party cannot be an NGO. It’s fine to have people with degrees from the best colleges, but if they don’t have grassroots connect, ... Read more »

Researchers: Shark attacks increase after 3 years of decline

Shark attack survivor speaks out from hospital bed California surfer Eric Steinley, 38, said he was on his surfboard Sunday when he felt a bite and punched the shark before ... Read more »

WATCH: Mahesh Babu gets emotional talking about son Gautam's premature birth; Says daughter Sitara is a brat

© Provided by Pinkvilla Superstar Mahesh Babu tries his best to keep his kids and personal life away from the media glare. On the finale episode of Unstoppable with NBK, ... Read more »

Walmart invests in indoor vertical farming startup Plenty

The Associated PressThis undated photo provided by Walmart via Plenty, shows the Plenty Farms South San Francisco grow room. Plenty says its vertical towers can grow multiple crops on one ... Read more »

5 Things To Consider While Planning A Pregnancy In Your 30's By Expert

Pregnancy in the thirties has always been debatable, especially now. Considering the orientation of women towards their career, it is important for us to understand both pros and cons of ... Read more »

Yeh Rishta Kya Kehlata Hai fans! Abhimanyu-Akshara's marriage to be an EXOTIC affair; big plans underway — Exclusive

© Provided by BollywoodLife.com Yeh Rishta Kya Kehlata Hai has seen a TRP of 3. This is the highest for the show after it introduced the new love story of ... Read more »

Budget 2022 to focus on inclusive growth to build a strong Bharat

© Provided by CNBCTV18 As everyone pins hopes that the upcoming Budget would get something or the other for them, sources shared that the focus of the Finance Minister Nirmala ... Read more »

Jennifer Garner Shares Experience With Anxiety: ‘I'll Feel the Physical Symptoms of It First'

Jennifer Garner opened up about her battles with anxiety during a recent Instagram Live with Peloton instructor Chelsea Jackson Roberts. In a vulnerable moment, Garner shared just how anxiety affects ... Read more »

Dhanush's Vaathi cinematographer walks out of the bilingual project

© Provided by Pinkvilla Superstar Dhanush is presently shooting in Hyderabad for Venky Atluri’s next, Vaathi. But it looks like all is not good in the hood. The cinematographer for ... Read more »

Cody Simpson Confirms His Latest Single Is About His Famous Exes Including Miley Cyrus

© Provided by Lehren Cody Simpson Confirms His Latest Single Is About His Famous Exes Cody Simpson has revealed his newest song Nice To Meet You is about one of ... Read more »

Boxing legend Ricky Hatton snogs mystery woman in pub after watching Man City's draw with Southampton

RICKY HATTON was spotted snogging a mystery woman in a Southampton pub after watching his beloved Manchester City on Saturday night. The legendary boxer, 43, was snapped in O'Neill's pub ... Read more »

Jan Egeland: Sanctions against the Taliban must end

According to Jan Egeland, Secretary-General of the Norwegian Refugee Council (NRC), the economic sanctions against Afghanistan are as devastating as the Taliban regime’s conduct. “The sanctions are holding us back. ... Read more »

Sainsbury's asks shoppers and staff to continue to wear face masks after Covid Plan B restrictions lifted

Sainsbury’s has announced it will ask shoppers to continue wearing face coverings in its stores once Plan B restrictions are fully lifted on Thursday. The supermarket chain, which has more ... Read more »

Nish Kumar: Your Power, Your Control review – this time it's personal

© Provided by The Guardian Photograph: Tristram Kenton/The Guardian Why is Nish Kumar such a bete noir for angry rightwingers everywhere? Everybody hates him, he cries from the stage tonight, ... Read more »
On free-english-test.com you will find lots of free English exam practice materials to help you improve your English skills: grammar, listening, reading, writing, ielts, toeic