After Record Black Friday, How Will Cyber Monday Fare?

Posted November 30, 2017

Data from ShopperTrak shows that traffic at brick-and-mortar stores decreased less than 1% from Black Friday past year, which is actually good news compared to what some analysts had been fearing.

Thanksgiving and Black Friday, when shoppers spent $7.9 billion and bought more on their mobile devices than past year, had also generated record online sales.

Skyhook's data paints a very different picture than how Black Friday shopping is typically portrayed, with consumers getting to stores early in the morning the day after Thanksgiving.

Shay said that although some say that retail stores are in their death throes, 24 of the top 25 e-commerce sites are still legacy brick-and-mortar retailers such as Walmart and Best Buy.

From Thanksgiving Day through Cyber Monday, the average shopper spent $335.47, with $250.78, or 75 percent, going toward "gifts". "This may be attributable to more aggressive deals and comparison checking inside stores".

Neil Stern, a senior partner at Chicago-based McMillan-Doolittle, experienced it firsthand as national retailers such as Wal-Mart Stores Inc., Amazon.com and Target Corp. competed for sales by offering discounts and promotions. As wholly owned subsidiaries of Harland Clarke Holdings, RetailMeNot and Valassis, a leader in intelligent media delivery, are partnering to connect retailers and consumers through meaningful digital, mobile and print promotions both online and in store.

Wal-Mart Stores Inc started Cyber Monday deals at midnight on Monday and said it will bring back discounts from Black Friday that were popular with shoppers. 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.

A growing number of those purchases have taken place on smartphones and tablets as consumers grow more comfortable stepping away from desktop computers to search for deals. That doesn't mean more money was spent online. Shoppers seem willing to spend more, but that's not benefiting retailers equally.

Sometimes the best-selling product on Thanksgiving weekend isn't even on sale. This combination is "good for retail small and large".

Analytics firm ShopperTrak, which counts shoppers in stores, reported Saturday that in-store traffic on Black Friday was down less than one percent compared to Black Friday 2016, and said store traffic for the day was essential comparable to the previous year.

The holiday shopping season is here, and consumers are turning up for deep discounts in full force.

This year's Thanksgiving weekend results do not include historical data from past years due to changes made to the survey methodology to help better understand consumers' shopping experience and to include Cyber Monday in the calculations.

That's why while online sales are cutting into brick-and-mortar retailers' profits, those companies have to go online or face losing market share, said Gerald Storch, chief executive of Storch Advisors.