Black Friday and Cyber Monday Are Increasingly Merging

The two over-the-top shopping days are beginning to blur.
November 26, 2018

ALEXANDRIA, Va. – The two most highly touted U.S. shopping days—Black Friday and Cyber Monday—are increasingly blending into a single mega experience as more customers buy items online and pick them up at brick-and-mortar stores, according to a New York Times report.

On Saturday, Adobe Analytics, a consumer analytics organization, reported that more shoppers are going to stores to get items they bought online, a trend that contributed to a record $6.22 billion spent online Friday, up nearly 24% from last year.

However, the fastest-growing online shopping day is Thanksgiving. On Thursday, online sales totaled $3.7 billion, a jump of 28% over last year. Adobe reports that a record $2.1 billion in sales were made from customers’ smartphones.

These trends are a sign that retailers are merging online business with their physical stores, even as fewer people physically travel to those stores on Black Friday. Walmart, Kohl's and Target are among major retailers that are expanding the number of stores where shoppers can pick up online orders.

Shopper Trak, which provides real-time retail analytics regarding the number of shoppers walking into stores, reported Saturday that there was a 1.7% decline in Black Friday foot traffic compared to 2017. The research firm predicts that eight of the season's 10 busiest in-person shopping days are still to come, thanks to the fact that this year there are four Saturdays in December before Christmas.