5 Big Takeaways from Black Friday 2018

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As Cyber Monday gets underway, another Black Friday looms behind us. Below are the highlights of brick-and-mortar retail’s big day as we prepare for the windfall expected from its digital counterpart.

1. Brick-and-mortar foot traffic appears to be down. Estimates range from a virtually negligible drop of 1% to more steady declines of 5 to 9%. That would mark the continuation of a disappointing trend given the effort retailers are putting into reversing the negative inertia of the past few years of in-store shopping.

2. Where’s all that offline spending going? Online, of course. Adobe Analytics reported that $6.22 billion was spent online on Friday, marking a whopping 23.6% jump over the previous year.

3. It’s not as simple as a zero-sum competition between online and offline. Industry analysts posit that emerging omnichannel approaches to retail played a big factor this year, as consumers took advantage of options like ordering online and picking up in-store.

4. Mobile continues to take a larger share of the e-commerce pie. Over thirty-three percent of online orders were placed on mobile this year compared to 29% last year, Adobe indicated. That amounted to over $2 billion in sales.

5. Free shipping is an indispensable strategy for online retailers looking to stay ahead. According to Deloitte, 88% of shoppers prefer free shipping to fast shipping, and a whopping 47% of shoppers who said they’d shop in-store attributed that decision to a desire to avoid shipping costs.

Joe Zappa is Street Fight’s managing editor.

Joe Zappa is the Managing Editor of Street Fight. He has spearheaded the newsroom's editorial operations since 2018. Joe is an ad/martech veteran who has covered the space since 2015. You can contact him at [email protected]
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