But, the decline in foot traffic due to the pandemic could hurt small businesses the most.
Adobe found that digital sales hit a new record over Thanksgiving, with 21.5% YoY growth to $5.1 billion. Black Friday sales hit online sales of $9 billion, with an increase of 21.6% from 2019. Mobile accounted for a significant share of online sales on both Thanksgiving (46.5%) and Black Friday (40%).
COVID-19 has made US consumers were intentional, deliberate and purposeful. According to Salesforce, businesses that offered curbside pickup, drive-through and in-store pickup options saw 26% higher digital sales than retailers that did not, during the first days of Cyber Week.
Adobe’s analysts anticipate that with shipping prices increasing by around 14.6% after December 11, last-minute shoppers could be hurt. Lower footfall could disproportionally affect small retailers.
[5 minute read]
