Black Friday foot traffic falls in US (but online breaks records)

27/11/2018

Foot traffic to retail stores in the US fell on Black Friday this year, but this was offset by online sales breaking records.

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According to ShopperTrak, visits by shoppers to physical stores were down 1.7% from 2017 on Black Friday, and 1% for both Black Friday and Thanksgiving Day shopping.

However, online sales, hit a new record. Shoppers spent $6.22 billion online, up from 23.6% last year, according to Adobe Analytics. Through Shopify alone, consumers spent $37 million an hour.

The 1.7% drop in visits to physical stores is similar to consumer behavior on Black Friday a year ago. In 2017, that statistic was down 1.6% from the year prior.

But consumers are still interested in physical stores, as many ordered items online for in-store pickup after the holiday, according to the report by Adobe.

And online shopping faced a few hurdles. Many shoppers found major retailers’ websites—from Walmart to J. Crew—were struggling to handle traffic on Friday.

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