nsucurrent.com
nsucurrent.com December 11, 2017


Black Friday online sales rise, but footfall dips

30 November 2017, 01:11 | Ruby West

Hawkins Flickr

Hawkins Flickr

The National Retail Federation says that of the 174 million Americans who shopped between Thursday and Monday, 58 million of them exclusively made online purchases, versus 51 million who only shopped in stores. The group finds those who shopped online and in stores spent or were planning to spend $82 more on average than online-only shoppers, and $49 more on average than store-only shoppers. But the group said the average amount spent per person was $335.47 with 75 percent of it going toward gifts.

The research firm said the $6.59 billion spent on a day dedicated to e-commerce was a 16.8 percent increase from a year ago and resulted in the largest US online shopping day in history.

Time of Day: The survey found that 11 percent of consumers shopped before 5 p.m. on Thanksgiving Day, while another 11 percent started at 6 p.m.

Black Friday weekend no longer brings a stampede of crazed shoppers to America's malls. Stores offered substantial discounts, creative gimmicks and gifts to draw discount hunters out of their homes, but some shoppers said they were just scanning the merchandise, saving their cash for internet purchases.

Firearms merchants dangled Cyber Monday deals on guns and accessories, with discounts on ammunition from Cabela's, scopes from Dick's Sporting Goods and, from Bass Pro Shops, an Armalite M-15 Defensive Sporting Semi-Auto Rifle for $649.97, marked down from $799.99.




For some retailers, those numbers were even higher: Shopify, an e-commerce software provider for small- and medium-sized businesses, says that mobile transactions accounted for 60 percent of all sales yesterday, up 11 percent from previous year. The last drop was in 2008, at the onset of the Great Recession, when retail sales tumbled 4.6 percent.

- But much of that money is headed online: E-commerce sales are up about 17 percent this season, according to Adobe Systems. But we're certainly encouraged that we're starting off from a position of strength.

Analysis from other research firms showed traffic to stores falling over the holiday, though the decline was not as steep as some predicted. Despite the promotions and markdowns that shoppers experienced this past weekend, retailers are showing no signs of pulling back on discounts and deals in the weeks ahead, said Sarah Engel, chief marketing officer at Dynamic Action, a data analytics company that tracks online transaction.

Obviously there's a lot of buzz around online traffic, said Jill Standish, head of the retail practice at consulting firm Accenture.

In order to paint a more complete picture of holiday sales at retailers with physical locations, the data science team at Skyhook Wireless analyzed millions of mobile location signals, cross referenced with its database of points of interest venues, to compare traffic at six major retailers on Thanksgiving Day and Black Friday to two days during the week prior (November 16th and 17th). Roughly 64 million shopped both in stores and online.



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