Discussions around this year’s Black Friday sales reveal a clear trend: many consumers are steering clear of physical stores and opting for online shopping. Traditional US retail outlets reported just a slight 0.7% rise in sales, starkly contrasted by e-commerce’s impressive 14.6% growth.
According to a Reuters article citing Facteus data, store foot traffic did experience an uptick in anticipation of the event, suggesting many planned their purchases in-store but ultimately completed them online.
Mastercard’s SpendingPulse indicated an overall 3.4% increase in Black Friday spending year-on-year. Meanwhile, Adobe Analytics estimated total sales reached $10.8 billion, marking a 10.2% rise from the previous year.
Insights from Mastercard Chief Economist Michelle Meyer indicate the preference for online platforms stems from shoppers enjoying unparalleled access to options and control. This online preference solidified as consumers turned to their computers and mobile devices to snag deals they had already planned for.