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Black Friday’s online shoppers outnumbered in-store

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target black friday 2825
Black Friday saw more
people shopping online than in stores.

Business Insider/Jessica Tyler

  • Black
    Friday
     saw more people shopping online than in stores
    this year. 
  • 41.4 million people shopped only online from Thanksgiving
    Day
    to Cyber
    Monday
    , 6.4 million more than those who shopped exclusively
    in stores, according to the National Retail Federation. 
  • Black Friday online sales hit $6.22 billion, an increase of
    23.7% from 2017, Adobe Analytics data showed. 

More people shopped online than in stores this year as the
holiday shopping season kicked off. 

According to the National Retail Federation, 41.4 million people
shopped only online from Thanksgiving Day to Cyber Monday. That’s
6.4 million more than the 34.7 million who shopped exclusively in
stores. 

The most common shopping practice was to mix in-store and online
shopping, with the NRF reporting that there were 89.7 million
omnichannel shoppers. 

The dominance of e-commerce, both for people who only shop online
and those who shop online and in-stores, is becoming increasingly
clear on Black Friday.

Black Friday online sales hit $6.22 billion, according to Adobe
Analytics data — up by 23.7% from $5.03 billion last year.
Surrounding days were similarly impressive, with online sales

up more than 19%
every day from the Wednesday before
Thanksgiving until Cyber Monday. 


Read more:

Stores like Walmart, Lowe’s, and J.Crew have a new nightmare for
Black Friday — and it signals a fundamental shift in how we
shop

Meanwhile, stores’ foot traffic fell 1.7% on Black Friday,
according to retail analytics brand ShopperTrak. Combined visits
for Thanksgiving Day and Black Friday were down 1%.

“Ultimately, consumers really want convenience and they want to
get their item and get out of the store quickly. They don’t want
to wait in long lines, they don’t want to wait for a store to
open anymore,” Josh Elman, senior specialist at Nasdaq Advisory
Services, told
Business Insider last October.

As a result, some of the biggest difficulties retailers faced
over the last few days were related to explosive web traffic, not
overcrowded stores. Shoppers
dealt with out-of-stock messages
 as well as a number of
website crashes and technical difficulties. 

Read more about Black Friday 2018: 

Exclusive FREE Slide Deck: Future of Retail:AI by Business Insider Intelligence

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