Tech: The Digital Side of Black Friday

The Adobe Digital Index measured an increase of 18% in online retail sales this Black Friday compared to last year, while RetailNext estimated that foot traffic in stores fell by 1.8 percent. Looking at the wider picture, this increase in online sales caused impressive growth amongst all online retailers, especially those with brick and mortar outlets. Overall, however, sales at major retailers are predicted to have fallen by 0.9% over the course of November.
The increase in online shopping and total decrease in retail comes with an increase in purchasing from mobile devices. According to Adobe’s Vice President of marketing insights and analytics, the rise in mobile device shopping is likely because consumers find it easier to browse and pay on their devices, due to the rise of mobile payment services such as PayPal or Apple Pay. However, many economists argue that this goes hand in hand with the expansion of the discount period, with many stores offering more deals throughout the month of November, and many retailers starting sales on Thanksgiving. Shoppers have more time to choose, and so can do the homework on what is best to buy at what time, and therefore there is less in-store frenzy and confusion as consumers scramble.
Contributor: Ines Gerard-Ursin
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Comments (2)

  1. Helloitsnia     December 5, 2015 at 7:22am

    Personally I love black Friday! I’ve been shopping on foot for five years now and I love the big hustle and bustle of it. Yes some stores do have lower sales but in return, I just move on to a different one. It is interesting if black Friday moved online but I hope that good sales still happen for people to walk in for.

  2. d1234     December 17, 2015 at 5:42pm

    Black Friday is one of the only times I go shopping in stores. I love going into each store and getting the bargains and doorbusters! I normally use shopping sites like Wanelo & Pinterest to formulate my list and then check to see if I get a better deal in store or online.

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