This year, many brands were expecting a fairly positive Black Friday , perhaps not as good as last year, but they were hoping for a positive one. However, the ongoing supply chain issues, the rise in COVID-19 cases and early deals seem to have ended up causing Black Friday this year not to have the numbers expected.
The data that is attracting the most attention is that of in-store purchases, as Sensormatic Solutions reported that retail stores have seen a 28.3% drop in traffic compared to 2019 levels; the worst data was recorded on Thanksgiving Day when visits to stores were reduced by 90.4% compared to 2019 levels. Even so, Black Friday is expected to be the day with the highest in-store traffic of the entire year.
“ It’s clear that shoppers are buying early this season, just as they did last season ” (Brian Field, Senior Director, Global Retail Consulting, Sensormatic)
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The data for Cyber Monday is still pending, but it is already clear that this year's revenue will not exceed that of 2020. The analysis firm eMarketer predicted that Thanksgiving Day would have greater growth than last year, but people have not been as encouraged to shop from the couch this year.
Retailers have recorded sales of 8.9 billion dollars in the BF, while last year they were 9 billion according to data collected by Adobe Analytics . This is the first time that Black Friday data has not grown from one year to the next . Although the drop in sales is not very high, it has surprised analysts who did not expect the figures to fall.
Adobe Analytics also noted Thanksgiving Day sales of $5.1 billion in the online channel, unchanged from year-ago levels.
“Shoppers are being strategic in their gift shopping, buying earlier in the season and being flexible when they shop to ensure they get the best deals” (Vivek Pandya, Principal Analyst, Adobe Digital Insights)
The study's findings suggest that consumers have been shopping for Christmas for several weeks now, and unlike in other years, they have not concentrated so much on the same dates. This behavior has been driven by the continuous messages that consumers have received to make their purchases before these dates due to problems in the supply chain. According to Adobe, out-of-stock messages on retail websites increased by 124% until Friday compared to pre-pandemic levels.