Black Friday Moves From Brick And Mortar To The Cyber Realm

Nevin Barich

LOS ANGELES , November 26, 2018 (Industry Intelligence Inc.) – My friend Jennifer posted on Instagram this past Friday a picture of the inside of her neighborhood mall. It was open but virtually empty. No people as far as the eye could see.

No people.

In a mall.

This past Friday.

Black Friday.

Not long ago, such a scenario would’ve been unfathomable. The day after Thanksgiving was literally the Super Bowl of shopping. Thousands converged at brick-and-mortar stores to take advantage of special deals that you wouldn’t see at any other time during the year. It was war, literally survival of the fittest. One time years ago, I was body-slammed by a fellow customer when he thought I cut in line at a toy store (I did not).

But new research from the NPD Group indicates a major shift toward online shopping during the Thanksgiving holiday. According to NPD, the average amount spent online per buyer on Thanksgiving Day and Black Friday 2017 exceeded what was spent at brick-and-mortar stores on the same days by more than 20%.

“Online shopping drives significant holiday spending over those peak days, particularly among the early birds,” said Marshal Cohen, chief industry advisor, The NPD Group. “Some traditions remain, but more and more consumers are forgoing the Black Friday trip to the mall and doing their shopping online over more days.”

And let’s be honest: This shift to cyber shopping makes total sense. Even if you take away the risk of being bodyslammed by angry patrons, going to a brick-and-mortar store on Black Friday is no easy task (unless you’re Jennifer in an empty mall). There’s the trouble finding parking, the sea of people, the long lines, and of course there’s getting up at the crack of dawn so you can get to the stores right when they open in hopes of finding parking, avoiding people and not having to deal with long lines.

Shopping online avoids all of that. It’s quick and easy, and you never have to leave your own home.

Plus it’s safer. There’s no risk of getting bodyslammed.

Nevin Barich is the Food and Beverage Analyst for Industry Intelligence, which can help YOU better address your own industry challenges. We invite you to come take a look at our service. Call us today at 310-553-0008 and we’ll schedule you for a 15-minute demo.

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