Sales in retail stores on Black Friday fell 28.3% compared to 2019 levels, according to preliminary data from Sensormatic Solutions. According to the study, Americans mostly switched a portion of their consumption to online platforms.
Despite the drop in sales, the traffic of people at the points of sale increased by 47.5% compared to the levels presented a year agoSensormatic reported, making it clear that Americans wanted to go directly to stores.
Last year online sales were high because many shoppers stayed home for fear of the pandemic and because retailers operon on reduced hours throughout the country, reasons that discouraged people from going to the points of sale.
Sensormatic said that the high consumption rates have to do with two reasons, Americans are extending their Christmas shopping due to constant concerns about Covid-19 and fear of shortages in the supply chain.
The Sensormatic report adds that the drop in sales probably has to do with the fact that in the days leading up to Black Friday, several retail stores decided to close their doors to give their staff a break.
Target, Walmart and Best Buy chose to keep their doors closed on Thanksgiving. This decision had a direct impact on the sale and purchase of all kinds of items.
It will be in the first days of December when it will be possible to clearly see what impact consumption had on sales on Black Friday and the previous days that gave various discounts for consumers, but the trend may be upward, since consumption in October had positive numbers.
According to a survey by the National Retail Federation, 61% of consumers had already started shopping for Christmas gifts before Thanksgiving. This also explains why store sales were not high on Black Friday.
On the other hand, according to data from Adobe Analytics, online spending on Black Friday decreased for the first time, to $ 8.9 billion.
Last year’s Black Friday record was $ 9 billion, an increase of 21.6% year-on-year, according to the company.
“For the first time, Black Friday reversed the growth trend of previous years,” said Vivek Pandya, principal analyst at Adobe Digital Insights, in a statement.
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