The Thanksgiving weekend marks the peak season for savvy shoppers seeking discounts on holiday gifts and household essentials. It is a pivotal period for the economy, with the National Retail Federation (NRF) reporting that 19% of annual retail sales occur between Black Friday and Christmas, with e-commerce accounting for 20% of total holiday sales last year. This article delves into the evolution of shopping trends during the Black Friday and Cyber Monday weekend.Let’s explore the transformation!As the number of shoppers during Thanksgiving weekend increases, so does the average amount spent. Here’s a breakdown of the average spending over Thanksgiving weekend:Discounts provide shoppers with greater spending flexibility, resulting in higher spending despite the purchase of more items.The rise of online shopping has led to a surge in Black Friday online spending, with many opting to shop from home rather than braving the stores for deals before Cyber Monday. Here’s how Black Friday online spending has expanded over recent years:Online shopping is expected to continue growing as more consumers choose to avoid crowds and secure their deals online.First introduced by the NRF in 2005, Cyber Monday has been instrumental in enabling online retailers to compete with the influx of shoppers on Black Friday. According to the NRF, 77% of online retailers reported significant sales increases on Cyber Monday, prompting the Retail Trade Association to recognize it as an official shopping day. As more retailers offer discounts and special deals for Cyber Monday, more shoppers are taking advantage of these sales. Here’s how Cyber Monday spending has evolved over recent years:Cyber Monday is anticipated to boost sales as more companies shift towards online promotions.Thanksgiving weekend attracts a significant number of shoppers seeking unbeatable deals. Here’s the number of people who have participated in shopping over Thanksgiving weekend:Despite the surge in online shopping, shoppers are still flocking to brick-and-mortar stores to secure their holiday deals.With deals available both in-store and online, shoppers have the flexibility to shop wherever they prefer. Many individuals are capitalizing on both in-store and online discounts. Here’s the number of people who have shopped in-store and online over the past three years:The holiday season presents new employment opportunities, though the numbers have fluctuated over the years. Here’s the number of seasonal retail positions available over the last few years:As online shopping gains popularity, more individuals are choosing to shop from the comfort of their homes rather than venturing out to stores during Thanksgiving weekend. Here are the top reasons for this preference:Consumers are utilizing various devices to access online deals. Here’s how mobile usage compares to desktop usage: In 2018, 66% of sales were on mobile, with 34% on desktop.A significant portion of these purchases are completed on smartphones, with over 76% of consumers shopping on their devices. In 2019, 58% of Black Friday traffic originated from mobile devices. This activity translates into sales: $2.9 billion in Black Friday sales were made via smartphones, while $3.1 billion in Cyber Monday sales were attributed to smartphone users. Does this mean desktop shopping is obsolete?Not at all! Desktop shoppers tend to make purchases that are 28% more expensive than those made on mobile. While mobile shopping may be more prevalent, desktop shopping is still significant for larger purchases.What motivates people to shop on Black Friday?Several factors drive consumers to make purchases, including:The Buy Online, Pick Up In-Store (BOPUS) option is popular among shoppers, allowing them to shop online without waiting for their packages to arrive. Here’s how many people are taking advantage of this feature:In 2018, BOPUS saw a 50% increase year over year during Thanksgiving weekend, with a 43% increase in 2019. Many individuals are opting for this service during their holiday shopping.Indeed, 47% of shoppers plan to use BOPUS or curbside pickup for their holiday shopping.Shoppers are always on the hunt for the best deals and discounts during Thanksgiving weekend. Here are the top stores where significant savings can be found:When looking for the latest deals, what products catch the eye of consumers? Here are the top items consumers seek discounts for:While Black Friday shopping is popular across the United States, some regions show more interest than others. Based on Google Trends, here are the top cities with the highest interest in Black Friday shopping:On average, shoppers across the country spend $362 during Black Friday weekend. But which states have the highest spending? Here are the top five states where residents spend the most money over Black Friday weekend:Before Black Friday and Cyber Monday even begin, e-commerce stores and brick-and-mortar retailers can start directing shoppers to their products. Creating dedicated “Gifts for…” sections on your website can help customers find the perfect gift for friends, colleagues, siblings, or partners, for example.Social media is an excellent source for gift inspiration, and here’s how consumers use different platforms to find the right gift:Your e-commerce store or brick-and-mortar business can leverage these social media platforms and their influence on consumer behavior through social media advertising or sharing articles on the best gifts for the season.Black Friday is not confined to the United States; several countries around the globe participate in the Black Friday weekend. Here are some of the countries that spent the most during Black Friday Weekend in 2019:Unfortunately, the allure of Black Friday deals doesn’t always bring out the best in holiday shoppers. Since 2006, there have been 11 deaths and 108 injuries attributed to Black Friday shopping. This dark side isn’t limited to violence alone.At least 12% of shoppers admitted to shopping under the influence of alcohol. Intoxication isn’t the only form of waste during the holidays, either. From Thanksgiving to New Year’s, Americans discard 25% more trash than any other time of the year.This additional waste amounts to 25 million tons of garbage—about 1 million extra tons each week.Black Friday and Cyber Monday are among the busiest shopping seasons for both traditional and online retailers, offering a fantastic opportunity to increase sales for your business. If you’re looking to boost your online sales this season with Black Friday digital marketing, check out our online marketplace guide—and contact WebFX to start enhancing your e-commerce sales today!
