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Black Friday 2019 Flash Report

Posted on December 12, 2019

Black Friday 2019 Traffic Review

USA Map

US Region

Prodco’s Retail Traffic Index for Black Friday for all regions of USA reported a drop of 3.81% compared to 2018. All regions of the Lifestyle and Apparel categories were affected by the drop. The pullback corresponds with a jump in Black Friday spending online, which hit $7.4 billion, the largest online Black Friday total ever, according to Adobe Analytics.

Click-and-collect shoppers (those ordering online and collecting merchandise at the store) comprised 29 percent of all Thanksgiving Day/Black Friday shoppers who bought goods. Of these, 70 percent bought additional items when picking up the merchandise. So even though fewer people visited the stores, the ones that did purchased more.

Retailers were dealt the shortest possible holiday calendar scenario this year, with six fewer shopping days between Thanksgiving and Christmas than there were last year, which prompted retailers to start their promotions earlier, causing a surge in early shopping.

Canada Map

Canada Region

Prodco’s Retail Traffic Index for Black Friday in Canada reported a drop of 7.15% for all regions Year-over-Year.

Forty-four percent said the deals on Cyber Monday, three days after Black Friday, are better online, while 40 percent said Boxing Day deals are better in the stores.

While physical cross-border shopping over the holiday season has a healthy tradition in Canada that goes back decades, online shopping expanded the opportunity for Canadians to get in on the deals. Almost the same number of consumers today plan to shop online (57%) as in-store (two-thirds) this holiday season, per a JLL Research survey of consumers in Canada.

The Wireless and consumer segment has gained an increase in all regions which shows that more attractive deals for Mobile shoppers were worth the visit to the store.

Sources:

US:

CNBC
ICSC
Salesforce

CA:

The London Free Press
eMarketer


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