Although Black Friday was cold, sellers still have sales opportunities in December!

The quiet Black Friday this year has left many sellers feeling discouraged. Although online shopping on Black Friday has slightly decreased compared to last year, data shows that the number of people shopping online on Black Friday in the United States is still higher than the number of people shopping in physical stores .

Research firm PYMNTS surveyed more than 2,000 American consumers on Friday (November 26, Black Friday) and Saturday (November 27, Black Friday) to understand their shopping during Black Friday.

According to the survey, the number of consumers who shop online during Black Friday is indeed decreasing - 65% of Black Friday consumers shop online, compared to 74% a year ago. However, this is still nearly 10 percentage points higher than the number of shoppers in physical stores - the proportion is 58% .

The overall decline in Black Friday sales is largely due to the impact of global supply chains, which have led to fewer discounts and fewer product selections. Many retailers spread their holiday shopping promotions over several weeks rather than concentrating them on Black Friday or Cyber ​​Monday.

According to the data, among those who shopped online on Black Friday, nearly 71% of shoppers made their purchases on Amazon, while more than 41% made their digital purchases through Walmart and 28% made their online purchases through Target .

During Black Friday, the best-selling categories included: clothing, toys and musical instruments, shoes, and consumer electronics. These hot-selling product categories are all Amazon 's advantageous categories .

Dave Clark, Amazon's CEO of global consumer , also said that Amazon was seeing "record-breaking" sales on Black Friday , but purchases of electronics were lower than expected - because people have already spent a lot of money on these things during the epidemic isolation.

It is important to note that Black Friday is not the last chance for sellers to attract shoppers this holiday season. 40% of consumers plan to spend most of their holiday spending between Black Friday and Christmas. Another 7% of consumers said that most of their holiday spending will occur after Christmas. In addition, nearly 90% of American consumers plan to do at least part of their shopping online, which is 13% higher than last year.

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