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