The era of aggressive in-store gift hunting post-Thanksgiving is over. You probably weren’t trampled this year going after a coveted Frozen 2 doll, or consumed with news stories of hostages and 911 calls of violent shoppers.
- In-store: Sales at physical stores dropped over 6% from last year and the number of shoppers in those stores fell over 2%.
- Online: Black Friday online purchases increase 20%, hitting a record $7.4B!
That’s probably not too shocking. But what is surprising this year was the domination of smartphone and pick-up orders.
- Mobile: 65% of Black Friday’s online sales happened on smartphones. This was the biggest day ever for mobile e-commerce transactions, a 35% increase from last year.
- Pickup: “Buy online, pickup in store” sales increased a whopping 43% from last year.
What it all means
“Mobile”-izing a unified fulfillment experience is shaping the future of the customer journey in an on-demand economy.