Lessons from Black Friday 2018
How is it December already? With another Black Friday in the books, we looked at the biggest shopping day of the year to see what it says about the future of retail.
“Friday” is fluid
Black Friday deals come earlier and earlier every year. This season, Amazon, Best Buy, and Target all went live with their online doorbusters well ahead of the big day. And while many big box retailers stayed open on Thanksgiving, others stuck to the traditional holiday closure. Some brands even skipped Black Friday altogether, like REI as it continued its#optoutside campaign. For brands looking to separate from the competition, jumping the gun or waiting out the weekend may be the best move.
In-store pick-up picked up
Camping out in the cold isn’t the only way to score a deal these days. A rising number of shoppers are choosing to order online and pick up in-store. In fact, these “click-and-collect” orders increased more than 50% over the Black Friday weekend. This option is more than just a convenient perk. It’s an absolute must for modern consumers who expect a seamless shopping experience.
Phones put up big figures
Of over $6 billion in sales this year, 33.5% happened on mobile devices. Smartphones continue to drive sales — both directly and as an essential tool to research in-store purchases. All the more reason for brands to make delivering the best mobile experiences a top priority.
Multichannel made the difference
The Black Friday weekend saw 165 million shoppers — online and in stores. But although, store traffic was down from last year, the number of multichannel shoppers was up almost 40%. That’s nearly 90 million people. Better yet, these folks spent $93 more on average compared to those who shopped only online or at brick and mortar. Looking to 2019 and beyond, how brands engage with consumers across all channels — from digital, to in-store, and every moment in-between — matters more than ever.
