Transaction Data Shows Growth, With Shift to Online Spending
1010data, a leading provider of analytical intelligence and consumer transaction data, released the third in a series of holiday reports, Black Friday 2019: Is Online Shopping Sounding the Death Knell For Black Friday? This study, which utilizes 1010data’s Card panel of over 5 million consumers, examines and analyzes the data relating to changes in Black Friday and Thanksgiving week sales in 2019—not only overall online sales growth, but the spread of sales over days and, more significantly, channels.
“Whether in-store or online, the winners in retail will be those that continue to evolve their shopping experiences to meet the way the consumer navigates the path to purchase.”
Today’s report on Black Friday 2019 sales looks in data-rich depth at:
- The Blurring of Black Friday Sales over the preceding week
- Growth by Channel: In-store sales may be down, but not overall sales
- Which retailers dominated? And by how much?
- How Pre-Gaming Promotions are Affecting the Black Friday Shopping Experience: more blurring of channels and shopping days
- The Online Push: How retailers are responding
“While overall Black Friday sales held to similar levels year over year, representing almost 30 percent of the week’s sales, share of in-store channel has dropped from an average of 83 percent of spend for November, 2014 to an average of 68 percent in November 2019, a fall of 15 percent of channel share,” notes Andy Mantis, Chief Business Officer of 1010reveal. “Whether in-store or online, the winners in retail will be those that continue to evolve their shopping experiences to meet the way the consumer navigates the path to purchase.”