How many Americans spent on Black Friday

This year, Thanksgiving and the beginning of Black Friday opened the US shopping season, showing that more and more Americans prefer to stay at home and use their smartphones on Cyber-Monday, while traffic and sales in hypermarkets have declined.

Фото: Depositphotos

The ongoing transition to online shopping prompted retailers across the country to invest heavily in e-commerce development, and also highlighted the impact of early promotions and year-round discounts on consumer products.

The weekend also rethought the importance of Black Friday. Over the past few years, Black Friday has given up its positions in importance, but now it turns into a day when shoppers do not necessarily go shopping in stores, and spend heavily money online.

Bill Park, partner at Deloitte & Touche LP, said online sales are starting to complement in-store purchases over the weekend, and for buyers and sellers, the two types of commerce are becoming one platform.

This is happening more and more often, as retailers such as Walmart and Amazon.com sell both online and in their stores, which puts them in better positions, retail consultants and analysts say.

Online sales rose more than 23% to more than $6 billion on Black Friday, according to Adobe Analytics, which tracks transactions at 80 of the 100 largest U.S. retailers. On Thanksgiving Day, sales are estimated to have increased 28% to $3,7 billion.

Preliminary data from analyst firm RetailNext showed that net sales in stores fell by 4-7% in two days, while traffic fell by 5-9%, continuing the trend of recent years. Data on actual costs in stores yet.

In 2017, sales in stores decreased by 8,9 percent over the weekend compared to the previous year, while customer visits fell by 4,4 percent. In 2016, store sales declined 4,2 percent, and traffic dropped 4,4 percent, according to RetailNext.

Data from retail research firm ShopperTrak also showed that shopping visits fell 1 percent during Thanksgiving and Black Friday compared with the same days in 2017.

Brian Field, senior director of advisory services at ShopperTrak, said online sales have been eroding traffic from retailers for years, “but we've seen the decline starting to flatten out...”

In 2017, physical store visits on Thanksgiving and Black Friday fell 1,6 percent, according to the firm. “This decline seems very good to me. I think it’s a good season in retail,” Field said.

The National Retail Federation forecasts that U.S. retail sales in November and December will increase from 4,3 percent to 4,8 percent over 2017, totaling $717,45 billion to $720,89 billion. That compares with the average annual increase in 3,9% over the last five years.

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