Press Article: Black Friday Shopping Trends Shift Towards Online Sales
CLEVELAND, Ohio — As Black Friday approaches, bringing with it the rush of holiday shopping, trends indicate a significant shift toward online purchases. Traditionally one of the busiest shopping days following Thanksgiving, this year’s Black Friday, falling on November 29, offers shoppers just 26 days to cross off items from their Christmas lists.
The National Retail Federation reported that over 200 million shoppers engaged in Black Friday and Cyber Monday activities in 2023. However, unlike the years past, a remarkable 75% of these shoppers are expected to prefer online shopping, with Amazon leading the pack as the go-to destination for 85% of consumers, followed by Walmart (59%) and Target (57%).
Despite the online trend, millions will still visit physical stores on Black Friday. Walmart remains the top choice for in-person shopping (71%), followed closely by Target (67%) and Kohl’s (39%). The excitement of in-store shopping isn’t without its challenges, as a recent Drive Research survey noted that 24% of respondents experienced aggressive behavior from fellow shoppers.
Online sales have already shown impressive figures, with Black Friday 2023 racking up $9.8 billion in sales, anticipated to surpass $10 billion this year. Clothing and accessories were the top purchases (81%), followed by electronics (75%). Additionally, household items and health products ranked high on wish lists.
While promotions are a primary driver for Black Friday shopping, free shipping also plays a critical role. Yet, shoppers have limited patience for long checkout lines, with only 29% willing to wait over an hour; most prefer a maximum wait of 30 minutes. As the holiday season kicks off, retailers must adapt to these evolving consumer behaviors to capture their share of this lucrative shopping period.
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