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30 November 2017, 01:50 | Ruben Fields
Black Friday Is Mutating
Retail research firm ShopperTrak said store traffic fell 1.6 percent on Thanksgiving and Black Friday compared with the same two days past year.
Thanksgiving and Black Friday, when shoppers spent $7.9 billion and bought more on their mobile devices than a year ago, had also generated record online sales.
The kickoff to the holiday shopping season is a now a five-day affair of discounts and perks - and nicknames, stretching through Black Friday into Small Business Saturday and finishing on Cyber Monday.
But this year, whether a sale is made online or in a store, is becoming less important, Federation President and Chief Executive Matthew Shay said in a conference call Tuesday to announce the results. They spent $49 more on average than in-store-only shoppers.
A wide variety of retailers both online and on the high street have been extending their deals from before Black Friday and to beyond Cyber Monday as the sales period shifts to take advantage of the pre-Christmas rush.
The National Retail Federation released its shopping update a day after Adobe Analytics reported online spending had soared to a record level during Cyber Monday. The volume, a single-day record, was 9 per cent over the previous high, set on Black Friday past year, according to USA Today, which first reported the gun sales.
Websites offer price guides of discounted merchandise at competing websites. "One big reason: retail's seemingly never-ending mandate to beat the previous year's results, which typically means "anniversarying" last year's deal, year-in-year-out, for the days when we would wait for Monday to buy".
Adobe Digital Insights, which tracks online spending at the United States' 100 largest retail websites, projects as much as $6.6 billion could be spent online on Monday - a 16 percent increase over past year.
Meanwhile, the continued boom of online shopping coincided with a decline in store visits as a growing number of shoppers elected to stay at home and avoid the crowds over the Thanksgiving holiday weekend.
Analysis from other research firms showed traffic to stores falling over the holiday, though the decline was not as steep as some predicted. Many retailers started sales the Monday before Thanksgiving - though H&M and Amazon kicked off markdowns before that - and let them bleed into the weekend, through Cyber Monday, and into today.
The holiday shopping season is here, and consumers are turning up for deep discounts in full force.
RetailMeNot, Inc. estimates that approximately $4.4 billion in retailer sales were attributable to consumer transactions from paid digital offers in its marketplace in 2016, more than $600 million of which were attributable to its in-store solution.
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