Comment on Black Friday on track for $8.9B+ in online sales as shoppers stay away from brick-and-mortar stores

Black Friday on track for $8.9B+ in online sales as shoppers stay away from brick-and-mortar stores

Black Friday — the day that launched 1,000 other shopping holidays — may have lost its place as the “start” of the Christmas shopping season by now (it gets bigger and earlier with each passing year). But the day after Thanksgiving still pulls in a crowd of buyers looking for a bargain and remains a major bellwether for tracking how sales will progress in what is the most important period for the retail and commerce sector. Because of the Covid-19 pandemic, this year was definitely slimmer when it came to actual, in-person crowds — kind of a refreshing break from those times when you feel like it’s the worst of humanity when people are breaking out into fights over TVs at a local Walmart — but online it seems that sales did not disappoint. Figures from Adobe, which is following online sales in real-time at 80 of the top 100 retailers in the U.S., covering some 100 million SKUs, said that we are “on track” for a new sales record for the day, with between $8.9 billion and $9.6 billion expected in sales online for Black Friday, a jump of 20%-29% on last year. For some context, in 2019, Adobe tracked $7.4 billion in online sales, and yesterday it said that shoppers spent $5.1 billion on Thanksgiving, with more than $3 billion spent online each day in the week leading up to Thursday. Adobe was still tallying the final numbers for the day as of this morning European time, so we’ll update this post with the final numbers as and when we get them. Its analysts say that the evening tends to be big for online shopping — which makes sense since people might have been either going out in person during the day, or just doing something else on a day off. Not all are in agreement that night time is the right time, however.

 

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