Black Friday shopping increased 48% year-over-year compared to 2020. However, it was below 2019 … [+]
Black Friday shopping for 2021 increased year-over-year compared to 2020 by 48%. However, it was below pre-pandemic levels according to data released by Sensormatic Solutions. The company noted 65% of U.S. consumers plan to shop in-store this holiday season for product-related reasons, like browsing for gift ideas or to see/touch products before buying. “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,” said Brian Field, senior director, global retail consulting of Sensormatic Solutions.
Visits to physical stores on Thanksgiving Day, November 25, decreased by 90.4% compared to 2019, due to many retailers closing their doors for the day as they did in 2020. The peak time for in-store Black Friday shopping was between 1-3 PM, as it has been in years past according to the press release. “Retailers kicked off holiday deals early this year to spread traffic peaks out throughout the season, helping to avoid crowded stores on Black Friday, better track and plan inventory, and create an improved holiday shopping experience,” said Field.”
Consumers started shopping as early as October when retailers began promoting Black Friday deals. The worries over supply chain issues and possible out-of-stocks may have prompted shoppers to start early. “With concerns about supply chain delays, we expect to see consumers make the most of in-store shopping opportunities. Coupled with unified commerce options like buy online, pick up in-store and pickup at curbside, consumers can ensure they are getting their holiday shopping done when and where it’s most convenient,” said Field.
Sensormatic Solutions expects the 10 busiest U.S. shopping days in 2021 to account for 40% of all holiday traffic. U.S. in-store traffic for this year’s holiday season is also expected to be down between 10% and 15% compared to 2019. While shopper traffic is projected to be down for the holiday, the NRF has projected total retail sales to be up 8.5% to 10.5%. Adobe Digital Economy Index released its online sales results for Thanksgiving and Black Friday totalling $14 billion (slightly under last year), but with a prediction that online sales will increase 10% this year.
