The big winner this Black Friday: Online
Cyber sales jump 26 percent while in-store sales dip 1.8 percent
November 26, 2012
For years advertisers have focused their Black Friday advertising efforts on in-store sales and promotions.
Next year that may change to include more cyber Black Friday deals.
Online spending is starting to play a much bigger role in Black Friday, as evidenced by this year’s spending numbers.
While the bulk of sales still come at brick and mortar stores, it’s clear that the web is starting to cut into those numbers, which could lead to a change in marketing strategy for 2013.
Online spending rose 26 percent this year on Black Friday compared with 2011, according to comScore Networks, topping $1 billion in sales for the first time and becoming the biggest single cyber spending day of the year.
By comparison, in-store sales were off 1.8 percent compared to last year, according to ShopperTrak, to $11.2 billion.
It wasn’t from a lack of foot traffic. In fact, in-store visits were up 3.5 percent on Black Friday compared to 2011, ShopperTrak found.
Analysts say that the decline in in-store sales was from a combination of two things, one being the increasing influence of the web.
People are using the internet to check out deals ahead of time, and sometimes they go to stores just to see the item in person, then order it online if the web offers a better price or the store does not have the exact version they want.
Too, people are using their smartphones to comparison shop, finding an item in the store, checking prices online, and then ordering it via their mobile from the seller that has the lowest price.
As stores catch up with this new method of shopping, there will be more and more emphasis on advertising online as well as advertising online deals via traditional media.
Of course, there was also a second reason for the decline in in-store sales on Black Friday, and that was the increase in sales on Thanksgiving Day.
For the second straight year, a number of stores opened at 8 or 9 p.m. on Thanksgiving rather than waiting until early on Black Friday, meaning that shoppers were in and out before Black Friday had even dawned, shifting some of the money that would have been spent on Friday to Thursday.
Tags: advertising, black friday, black friday advertising, black friday sales, comscore, deals, decline, online, online black friday sales, online sales, online shopping, online spending, people, time, web
New York City: TV is suddenly tight
How the MRC investigates snafus
World Series posts new low for opener
KC agency to Royals: We’ve got your back
Cable overnights: ‘Sons’ stays even to last week
Ben Bradlee, in other people’s words
NBC comedy block declines on Tuesday
Univision’s ‘Corazon’ tops Hispanic broadcast
Huge Twitter crowd for BET Hip Hop Awards
This month’s new media traffic data
Remembering Ben Bradlee, editor
For the CW, two promising new shows
Coming, a new way to measure online TV
- Brad Cohn becomes executive creative director at MRY West
- John Pucci rises to CMO and CCO at Hawthorne Direct
- Dave Hadden becomes UX designer at Digital Pulp
- Maura Fritz becomes editorial recruiter at Hearst Magazines
- Joe Weisenthal becomes markets managing editor at Bloomberg.com
- Jennifer Hitzges and Petra Kobayashi join Redbook
- Larry Fitzmaurice, Zara Golden and Khalila Douze join The FADER
- Jessica Hopper becomes editor in chief at The Pitchfork Review
- Mimi Gigoux becomes EVP of human resources at Criteo
- Samantha Glynne becomes VP of branded entertainment at FremantleMedia
This month’s new media traffic data
This week’s cable ratings
This week’s broadcast ratings
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Media buyer job in Syracuse
Assistant media planner/buyer wanted in Austin
Digital media buyer/planner job in Norcross, Georgia
Associate media planner wanted in Chicago
Media buyer job in Medford, Oregon