Black Friday or a Bleak Friday? Surveys entitle Thanksgiving Weekend an abortive
Shelley E. Kohan, vice president of retail consulting at RetailNext stated that stores and brands without strong digital presence cannot conquer competition in the festive seasons but sales per shopper too matters on a whole. Brands show a head start on retail’s high time of year i.e. on Black Friday and Thanksgiving weekends.
Two retail survey companies found that the store sales slump over the recent four-day weekend, as consumers prefer to purchase online on the holiday shopping season instead of getting out and projecting out their options. RetailNext, in-store analytics leader too shows a relationship in the retail data estimated by both companies. RetailNext anticipated that sales dropped down by 4.7 percent during Black Friday weekend with a decline of 5.1 percent traffic in outlets. ShopperTrak (in-store analytics and people counting software) company that uses location-based analytics delineated that sales graph shows even more slanting line, as sales go down 10.4 percent sales from 2014. In the intervening period, Adobe projected that online shopping advanced 14 percent on Thanksgiving and Black Friday. IBM WatsonTrend found that online sales went up 26 percent on Thanksgiving, whereas gain 21.5 percent hike on Black Friday. Bill Martin, the ShopperTrak founder, stated that sales were affected by reducing shopping hours on Thanksgiving. Further, he appended that the success of the holiday season does not depend on the operation of a single day.
The group perpetuates its prediction of a 2.4 percent gain in a holiday (festive) sales, noting that seven out of the top 10 sales day’s have not yet come. RetailNext found that sales per shopper increased 0.3 percent although the brick-and-mortar sales fell over the weekend, they register a growth of 1.5–7.5 percent compared to previous months. Further, the average transaction rose 3.1 percent, as the Midwest and Northeast regions showed better performance this time.
Stores and brands with a strong digital presence show a head start on a retail’s most important time of year, i.e., on Black Friday and Thanksgiving weekends.