As shopper habits change, big-name retailers update holiday strategies

The closure of offline stores during the holidays may prompt more consumers to shop online on Thanksgiving and Black Friday, which will lead to even more attention to e-commerce than before the COVID-19 pandemic.

Relevant data shows that in 2019, Thanksgiving e-commerce sales reached $413 billion, but this year, the figure is expected to reach a staggering $6.21 billion. Some institutions predict that the same trend may apply to Black Friday - although to a lesser extent, because more stores are expected to open on that day.

Consumers may have become accustomed to online shopping and may choose the e-commerce route, while others may simply want the convenience of avoiding long lines during a busy shopping holiday. However, starting Thanksgiving weekend with online shopping may lay the foundation for more e-commerce throughout the rest of the holiday.

A lot will change for these holidays, too, and e-commerce will continue to match the value customers get in-store — increasing its share of overall sales. After Thanksgiving, more consumers will likely turn to online shopping throughout the holiday season, especially after retailers proved last year that they can replicate much of the in-store experience digitally by offering the same discounts online and in-store.

So even with the ability to shop in-store this year, e-commerce will continue to grow: Retail e-commerce sales are expected to account for 18.9% of total holiday retail sales, up from 17.5% last year, according to the forecast .

The digital push could spark an earlier holiday again. Because the pandemic drastically curbed in-store shopping last holiday season, retailers quickly rolled out online promotions earlier this year to maximize holiday sales. Moving Prime Day to October last year — which led other retailers to launch simultaneous promotions — also helped extend the traditional holiday season, which typically begins in late November or early December.

As retailers begin to take e-commerce more seriously again, it's likely we'll see the beginnings of a similar holiday season, especially with Amazon rumored to be considering hosting a second sale event in the fall. Earlier holiday sales should also help avoid a late-holiday fulfillment crunch.

Walmart

Target

Best Buy