Bluecore’s 2020 Black Friday Report reveals that an average of 59% of retailers’ Black Friday sales were from first-time buyers. Consumers spent an estimated $9 billion on U.S. retail websites, according to Adobe Analytics.
All retail categories except for Jewelry and Footwear saw a decrease in second-time buyers, while only Beauty, Home and Technology saw an increase in First-Time Buyers.
Key Findings from Bluecore’s Black Friday 2020 Report, Include:
- There was a 26% average increase in Black Friday orders, compared to 2019. All retail categories, except footwear, saw an increase in orders. By category: Apparel (+7%), Beauty (+46%), Footwear (-10%), Home (+42%), Jewelry (+38%).
- An average of 59% of all sales were made by first-time buyers. Home Goods saw the most first-time shoppers with 65% of all purchases made by new customers, compared to Apparel (50%), Footwear (62%), Jewelry (64%) and Technology (61%).
Bluecore is a marketing technology company that’s reimagining how the world’s fastest growing retail brands transform casual shoppers into lifetime customers.
Through its patented retail data model and the recent release of Bluecore Communicate™ and Bluecore Site™, brands are now able to personalize 100% of communications delivered to consumers through their email and ecommerce shopping experiences.
Black Friday traffic at U.S. stores down 52% even as online retail sales hit record high
Spending online on Black Friday this year surged nearly 22% to hit a new record, according to data from Adobe Analytics, as the Covid pandemic pushed more people to shop from the sofa and avoid crowded stores and malls.
Consumers spent $9 billion on the web the day after Thanksgiving, up 21.6% year over year, according to Adobe, which analyzes website transactions from 80 of the top 100 U.S. online retailers.
This makes Black Friday 2020 the second-largest online spending day in history in the United States, behind Cyber Monday.
Top gift purchases over the weekend included clothing (bought by 52 percent of those surveyed), toys (32 percent), books/ music/movies/video games (29 percent), gift cards/certificates (29 percent) and electronics (27 percent).
Cyber Monday this year is slated to become the largest digital sales day ever, with spending reaching between $10.8 billion and $12.7 billion, which would represent growth of 15% to 35% from a year earlier. The US store visits dropped by 52% on Black Friday, according to Sensormatic Solutions, a retail tracker.
Jewelry and footwear saw some of the biggest in-person sales declines, according to RetailNext, a shopping tracker. Apparel sales were down 50%, while sales of home goods fell by 39%.
The trend that could remain after the pandemic ends is that stores could remain closed on Thanksgiving Day.
Since 2013, a growing number of stores had opened on Thanksgiving to match their competitors and get a jump start on Black Friday. But it’s typically not a big day for retailers, and this year many stayed closed. Thanksgiving store traffic was down 95%,
