Cyber ​​Week Online sales down 1.4% Physical store visits up

Cyber ​​Monday was Adobe’s biggest online shopping day of the year

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Digital Economy Index, grossing $ 10.7 billion. This is slightly lower than last year of 1.4%, but in line with expectations. Since the start of November, consumers have already spent $ 109.8 billion online, a significant increase of 11.9% from last year. On Cyber ​​Monday, smartphones were used for 40% of online sales (compared to desktops / laptops), up 8.4% year-on-year. According to Adobe, with many consumers working from home on a desktop / laptop computer, the smartphone is losing some of its potential as a major purchasing channel.

Cyber ​​Week (Thanksgiving Day to Cyber ​​Monday) generated $ 33.9 billion in online spending, down 1.4% year-on-year, as Black Friday fell 1.3% year on year at $ 8.9 billion from $ 9 billion (2020) and Thanksgiving Day was flat at $ 5.1 billion. “Consumer spending on Cyber ​​Monday is not growing as fast as it was last year,” said Vivek Pandya, chief analyst at Adobe Digital Insights. “This reaffirms that many consumers had satisfied their urge to shop earlier in the season. However, at the end of the day, we still expect a banner season and year for e-commerce.”

For buyers looking to buy a new computer, the day with the biggest discounts is expected to be Wednesday (December 1) with discount levels of -26%.

Stockouts are still a problem online. So far as of November 2021 (through November 29), out-of-stock messages have increased 169% from pre-pandemic levels (January 2020) and 258% from pre-pandemic (January 2020) levels. there are two holiday seasons (November 2019). “With the first October offers, consumers weren’t expecting discounts on big shopping days like Cyber ​​Monday and Black Friday,” said Taylor Schreiner, director of Adobe Digital Insights. “This has been fueled by a growing awareness of supply chain challenges and product availability. This spread the ecommerce spend over the months of October and November, putting us on track for a season that will once again break online shopping records.

Physical stores have more traffic than last year but less than in 2019

Lauren Bitar, Head of Buyer Insight and Partnerships at RetailNext, said: “Buyers have shown they are ready for a return to the holiday tradition.” RetailNext’s initial weekend numbers, which measure shoppers’ visits to stores, show Friday-to-Sunday traffic down 18% from 2019 and sales roughly flat. Regardless of the fact that the average item ticket price was more than 15% higher than in 2019, the average basket size still increased by around 3%. Bitar said, “The price increases would not prevent shoppers from buying new holiday outfits or crossing items off their shopping lists.”

Placer.ai’s BlackFriday report, which analyzes shopping visits to physical stores, also showed a drop from pre-2019 pandemic levels, but a big increase from last year. The Shopping Center Index showed that indoor shopping center traffic in November was up 84% from last year and down 9% from 2019. Outdoor shopping centers saw an increase of 45% compared to last year and a decrease of 9% compared to 2019.

Ethan Chernofsky, Vice President of Marketing at Placer.ai, said, “The pressure from many retailers to extend the holiday season has been a notable trend for years and has only gotten stronger. given the unique supply chain challenges and workforce issues of 2021. And Black Friday has taken a hit compared to 2019 for many retailers. “

Black Friday becomes less dominant for in-store visits compared to 2019

Black Friday store visits showed big increases from last year, when stores had changed hours. In the big box business, warehouse clubs and discount stores saw increases in traffic for Costco, Target

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, Sam’s Club and Walmart

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, ranging from 16% to 32% according to data from Placer.ai.

Department store increases ranged from 26% to 108% with Nordstrom

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and Neiman Marcus at the head of the sector. Department store traffic was down 18% to 27% compared to 2019. The non-price sector was particularly strong compared to last year, with increases in store visits ranging from 34% to 42% among retailers. main players like TJ Maxx, Ross Stores.

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and Burlington.

Best Buy Specialty Store

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was up 33% in store visits on Black Friday but 24% in 2019. Beauty retailers Ulta Beauty

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and Sephora posted strong performance over last year with visits up 42% and 98% respectively. The two beauty salons are ahead of 2019 in terms of shopping visits by 10% and 21% respectively.

Chernofsky said, “Black Friday isn’t going to go away overnight and remains the center of the holiday season for brick and mortar. While the holiday season is clearly less and less geared towards a single day or a single week, the power of major retail holidays to create urgency and excitement remains. “


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David A. Albanese