Thanksgiving, Black Friday, Cyber Monday: unified trade wins

01 Dec 2017

According to National Retail Federation, between Thanksgiving (23rd November), Black Friday (the 24th) and Cyber ​​Monday (the 27th), over 174 million American consumers took advantage of the discounts and promotions offered by Retailers. Therefore, we did not have to wait, albeit with a different, traditional western characterisation, for the US answer to Chinese Singles' Day.

During this long, five-day commercial holiday, per capita spending was $335, but for the most important target of Millennials the average figure was higher at $419.52.

About 58 million people made online purchases, while 51 million made purchases exclusively in stores. But the most interesting figure is that a relative majority of buyers, 65 million Americans, has made purchases both online and in store. According to Forbes estimates, around two-thirds of the total, 116 million, still visited a traditional store before making their choice, regardless of the subsequent purchasing method. The multi-channel buyer spent an average of $82 more than the exclusively online buyer, and averaged $49 more than sole "brick and mortar" buyers.

The record figure of online Black Friday sales was $5 billion in 24 hours, an increase of 16.9% compared to Black Friday 2016. These estimates are from Adobe Digital Insights, which has plotted 80% of spending on the 100 largest US websites. Globally, US Retailers recorded a record $7.9 billion in online sales on Black Friday and Thanksgiving, up 17.9% on the previous year.

Cyber ​​Monday grew by 16.8% year-on-year: it was the biggest online shopping day in US history. Sales totalled $6.59 billion, over one billion more than Cyber ​​Monday 2016. For the occasion, the smartphone conversion rate rose by 10.1%.

Interesting observations from two product sectors: in fashion, 48% of the entire online retail market in the United States saw discounts average at 45% off, compared to a 36% discount last year. And even in Luxury, brands are having to adapt to the reality of the market. Nearly a quarter of "designer" bags, for example, have gone on sale online at between 40 and 50 percent off so far, compared to 30-40 percent off last year.

Lastly, Macy's, one of traditional retail's major players, caused a stir due to its stroke of bad luck.