Shoppers ditch in-store Black Friday and turn to virtual markets during pandemic

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Holiday shoppers spent less while staying at home over the Black Friday shopping weekend this year.

Shoppers on average spent $312 on holiday-related items over the Black Friday weekend, accounting for a 14% drop from the same time in 2019, a survey released by the National Retail Federation and Prosper Insights and Analytics on Tuesday found. The survey also found that 37% fewer shoppers participated.

The coronavirus pandemic hurt numbers as shoppers concerned about the risk of large crowds ditched the in-person experience of Black Friday and turned to the internet for deals. Shoppers spent over $10 billion during Cyber Monday, a shopping holiday on the Monday following Black Friday that emphasizes online commerce.

Black Friday, the cornerstone shopping event of the U.S. holiday season, has become notorious for big savings, big crowds, and viral videos of shoppers fighting one another for the latest consumer gifts.

Taylor Schreiner, director for Adobe Digital Insights, told the Washington Examiner this year’s Cyber Monday represented “the biggest online shopping day in US history.”

Shoppers who participated in Thanksgiving Day in-store deals were down 55% from the same time in 2020.





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