Video Games, Hardware Spearhead Record Online Black Friday Sales

Sales of soccer-themed video game FIFA 20 and NFL-based Madden 20 helped drive record online sales on post-Thanksgiving Black Friday (Nov. 29), according to new data from Adobe Analytics. The Nintendo Switch console ranked among the most-popular online purchases — as it has all year in the video game market.

Adobe said consumers spent $7.4 billion online, which trails only the all-time $7.9 billion spent a year ago on Cyber Monday. The software giant, which tracked the majority of Web retailers, is projecting $9.4 billion in online spending on Cyber Monday (Dec. 2) this year.

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Consumers tallied 39% of Black Friday e-commerce transactions and 61% of online traffic from their mobile phones.

Adobe said online Thanksgiving sales topped $4.2 billion, upped 14.5% from the previous-year period.

Regardless, of the e-commerce boom, more than 165 million people are projected to frequent retail stores from Thanksgiving through Dec. 1, according to the National Retail Federation.

“They’re making it easy for you to purchase however you want to purchase, whether it’s going into the physical store, ordering online and picking it up or ordering it online and having it shipped to you,” Sucharita Kodali, analyst at Forrester Research, said in a statement. Forrester partnered with Adobe on the data.

NRF: Half of Winter Holiday Shopping Already Started

Friday, Nov. 29 is often considered the beginning of the winter retail season with ubiquitous Black Friday specials prominent everywhere.

But new data from the National Retail Federation suggests almost half of all winter shopping has already begun — much of it driven by e-commerce.

The NRF commissioned survey found 56% of respondents had already begun their holiday shopping during the first week of November. That was up from 48% who had already started at the same point a decade ago. On average, consumers had completed 24% of their shopping, the highest level in the history of the survey and up from 16% in 2009.

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“This is further evidence that the holiday season has grown far beyond the period between Thanksgiving and Christmas,” Matthew Shay, CEO of NRF, said in a statement. “Thanksgiving is still a hallmark of the season, and there’s billions of dollars in shopping still to come. But many consumers have already been shopping for weeks, and retailers are increasingly adapting to that.”

NRF defines the holiday season as Nov. 1 through Dec. 31 and has forecast that sales will total between $727.9 and $730.7 billion. Consumers expect to spend an average $1,047.83 — including purchases made earlier — for an increase of 4% over last year.

There are only 26 days between Thanksgiving and Christmas this year, down six days from last year, but NRF does not expect that to make a difference in spending given the number of people who begin shopping earlier.

“Consumers don’t wait for Thanksgiving or Black Friday anymore and neither do retailers,” said Phil Rist, EVP of strategy at Prosper Insights & Analytics, which conducted the survey for NRF. “Retailers responded this year by offering promotions earlier than ever, with some rolling out holiday deals even before Halloween.”

Thanksgiving, Black Friday Retail Traffic Rivals 2017 as E-Commerce Soars

Consumer foot traffic to brick-and-mortar retail stores on Thanksgiving and Black Friday resulted in a combined 1% decline for the two-day period compared to last year, with a 1.7% decline in traffic on Black Friday versus 2017, according to new data from ShopperTrak.

“The fact that the combined shopper visits remained almost the same this year compared to the last three years proves that the notion of Black Friday not being popular anymore is a myth,” Brian Field, senior director of global retail consulting for ShopperTrak, said in a statement.

The National Retail Federation predicted that about 164 million people would shop over the five days through Cyber Monday – which equals last year’s tally.

Meanwhile, online shopping over the holidays — much like e-commerce during the year — continues to grow exponentially.

Adobe reportedly expects online holiday shopping in November and December to increase nearly 15% from 2017. The tech company said Black Friday shopping on the Internet increased nearly 28% to $6.4 billion. Online shopping on Thanksgiving increased 28% to $3.7 billion.

Regardless, ShopperTrak estimates 80% of the holiday’s busiest shopping days are still ahead. The days include Super Saturday, which falls on Dec. 22, and the Sunday before Christmas, Dec. 23.

Notably, for the third year in a row, there are four Saturdays in December prior to Christmas Day, which will enhance the importance of both Dec. 8 and Dec. 15. In addition, similar to last year, the Saturday after Christmas, Dec. 29, is expected to be one of the busiest shopping days taking the last spot on the top 10 busiest day’s list.

“Shopping in physical stores during the holidays continues to be an exciting annual event for consumers and based on the Black Friday traffic data, retailers are in for a successful holiday season,” said Field.