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Thanksgiving is killing Black Friday



walmart black fridayAP/Gunnar

  • Online shopping has enabled Black
    to start earlier than ever.
  • Black Friday is no longer just creeping into Thanksgiving,
    but now even the Wednesday before.
  • Thanksgiving shopping itself has surged online this
    projected to grow 29% over last year.
  • Many
    deals were out of stock
    before Black Friday even
  • It’s clearer than ever before that Thanksgiving has
    become the official kickoff to the holiday season — not Black
    Friday itself.

Black Friday is traditionally considered the kickoff to the
holiday shopping season. 

After all, it’s the Friday after Thanksgiving, when shoppers
realize they need to get a move on and stores offer big sales.
The stores began opening up in the afternoon on Thanksgiving,
which came to be known as Black Friday creep.

That’s still happening, with many stores opening as early or
earlier than ever before this year.

But now the proliferation of online shopping has blown the doors
off of Black Friday creep. Thanksgiving has now completely
replaced Black Friday as the kickoff to holiday shopping season,
at least online.

Advances in online shopping technology and the
proliferation of smartphones
on a hectic day have lead to a
dramatic sales increase this year in Thanksgiving. 

Sales also started earlier than ever, with Walmart kicking
off its online deals at 10 p.m
. on Wednesday, and Amazon had
its own sales the entire week before.

For many online stores, the sales switch flipped at midnight

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says it’s offering thousands more deals than last year on Cyber
Monday in a direct shot at Amazon’s most valuable day

That’s lead to a dramatic and unprecedented growth in online
sales on Thanksgiving. Shoppers are predicted to spend a
record $3.7 billion by midnight, according to Adobe Analytics.

That’s up a whopping 29% when compared to 2017. That’s a far
larger increase than the growth expected
for Black
 and Cyber Monday: 17.2% and 17.6%
growth year over year, respectively.

Much of the growth has come from smartphones, which shoppers are
using with increasing frequency, especially on Thanksgiving,
according to Adobe. This year, smartphones have accounted for
36.7% of all sales, up substantially over the 29.1% share in

As usual, online doorbusters have limited stock by the nature of
the steep discount. With the deals starting so much earlier thank
Black Friday, many deals stores have been hyping up were out of
stock a full 24-hours before Black Friday.

It’s clearer than ever before that Thanksgiving has become the
official kickoff to the holiday season in the minds of consumers
and retailers — not Black Friday itself.

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