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
Game 3 sets a record for NBC Sports Network
CNN’s ‘New Day’ bows to ho-hum numbers
Conde boots Lucky editor Brandon Holley
Poll: Very few trust the U.S. news media
Remembering Michael Hastings, journalist
This won’t be a great year for broadcast
Readers: CBS is the network to beat
Daytime Emmys, down but not out
‘Naked and Afraid,’ true adventure
So, what’s your take on magazines these days?
For ‘Bash,’ a dose of ‘Melrose’ magic
‘The Voice’ bumps up in penultimate episode
This week’s cable ratings
- Amy Elkins becomes digital managing director at Mindshare
- Rick Feldman becomes VP of marketing at InterMedia Group
- Quinn Taylor becomes EVP of movies and miniseries at NBC
- Anthony Sarcone becomes SVP of marketing initiatives at MPA
- Ignacio Meyer rises to SVP of enterprise development at Univision
- Larry Sands becomes regional VP at Univision
- Michael Eisenbaum and Jamie Dugger rise at Animal Planet
- Bob Wheelock becomes senior executive producer at Al Jazeera America
- Ronald Furman becomes CRO at Dial Global
- Stephanie Gaskell becomes associate editor at Defense One
- Reggie Watts, Miles Fisher and Mike Castle joins Comedy Central pilot
This week’s cable ratings
This week’s broadcast ratings
This week’s top movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
This week’s younger viewer ratings
Director of digital ad operations in New York
Digital media planner job in London
Digital media director in San Diego
Broadcast investment supervisor in Toronto
Freelance broadcast buyer available