Black November Finally Comes to Fruition

Black Friday is a tradition of long lines and deals gone in a flash, but through the past decade, we have seen those lines dwindle as online shopping continues to rise. Cyber Monday has worked to capture online deal-seekers and slowly retailers have moved promotions earlier and earlier in the season. Covid-19 has accelerated this trend as retailers respond to social distancing needs by spreading out events, but the thrill of a tradition is hard for consumers to let go of. 

In 2020 retailers are adapting to new health precautions through time sensitive social distancing precautions. Some 66% of shoppers stated they are more likely to visit stores with strict health precautions in place. Major retailers such as Home Depot, Bed Bath & BeyondDick’s Sporting Goods and more, are spreading out in-store promotions throughout the month of November to answer social distancing needs and offering deals earlier online to drive shoppers and to curbside pick-up.

Even though Black Friday is shifting to digital, 49% of shoppers still plan on doing the bulk of their holiday purchases in-store this year. Even with increased omni-channel promotions, shoppers seek a sense of normalcy in the traditional holiday experiences. They are tapping into nostalgic memories that bring a sense of comfort this year. 

In the future we may see deals continue to spread throughout the holiday season, moving away from the one-day bonanza. However, shopper traditions and habits will keep Black Friday an annual event for years to come.

To explore more about how holiday shopping is shifting this year, download the latest Checkout study on holiday shopping.

Contributed By: Celia Hoag, Insight & Strategy, Denver

Image source: Unsplash