In-Person Shopping on Black Friday Drops 52%
But online shopping jumps 22% over 2019 and includes groceries.
Dec 01, 2020 | 2 min read
ALEXANDRIA, Va.—Black Friday 2020 saw less than half the usual crowds that show up in person to shop for bargains, with in-store shopping dropping 52% compared to 2019, according to BusinessInsider.com.
As COVID-19 infections increased, the CDC warned consumers that in-person holiday shopping is a "higher risk" activity. In response, many retailers closed their doors on Thanksgiving, while others reduced the store’s capacity limit.
“Due to COVID-19 and social distancing requirements, shoppers were more purposeful in their in-person Black Friday shopping, causing significantly less crowds than we've seen in the past," said Brian Field, senior director of global retail consulting for Sensormatic, a retail tracker.
The situation was compounded by retailers not offering as many "in-store doorbusters” and the increasing adoption of e-commerce. In-store traffic declined most on Thanksgiving Day, plunging 94.9%. For the entire Thanksgiving week, in-store shopping fell 45.2%, Sensormatic reported.
This year, Black Friday deals are being spread throughout the holiday season, and the typical holiday traffic peaks are flattening. Adobe Analytics said online shopping grew 22% on Black Friday, the day after Thanksgiving, when retailers big and small roll out deals to jumpstart holiday sales.
"New consoles, phones, smart devices and TVs that are traditional Black Friday purchases are sharing online shopping cart space this year with unorthodox Black Friday purchases, such as groceries, clothes, and alcohol, that would previously have been purchased in-store,” said Taylor Schreiner, director at Adobe Digital Insights.
Despite COVID-19, Sensormatic predicts holiday shopping will pick up in stores later this month. "As we approach Super Saturday, Dec. 19, and corresponding shipping deadlines, we expect to see some of the in-store traffic that didn't materialize on Black Friday appear as consumers wrap up their holiday shopping and make last-minute purchases," Field said.
NACS has compiled resources to help the convenience retail community navigate the COVID-19 crisis. For news updates and guidance, visit our coronavirus resources page.
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