It’s that time of the year again. We made it through the Black Friday-Small Business Saturday-Cyber Monday kick-off to the holiday season. It’s pedal to the metal until after New Year’s. But, insights about holiday shopping behavior are already coming out, so that’s what we’re reading this week.
Skipping Black Friday
Some retail brands decided not to open on Black Friday–choosing to avoid the mobs, the distraction from family time, and the general chaos. REI was probably the most notoriously covered of these brands. This article shows that retailers that close the doors on Black Friday did quite well online.
Now, there could be some selection bias. People who wanted REI stuff on Black Friday had to shop online. And, this could be fueled by the general trend that Thanksgiving and Black Friday shoppers are moving online. All the same, it’s still an interesting trend to look at. Maybe closing your doors for the biggest shopping day of the year isn’t as detrimental as some believed.
Black Friday Hampering October
This one is for the data nerds. It’s straight economic data analysis showing that October sales slumped, likely as people held out for Black Friday deals. Seems like kind of a no-brainer. I assume this happens to some extent every year. But, it’s good information to look at and understand, especially as you plan for next Fall.
eCommerce vs Brick & Mortar
One of the most notable trends over this year’s Black Friday-Cyber Monday weekend was the shift to eCommerce. Buying online is way up. Buying in the store is down. If you aren’t taking your eCommerce strategy seriously, you might be a dinosaur by next Thanksgiving.