Those in store spent more on Black Friday
The Financial Times reported that Americans splashed out record sums on Black Friday online deals last week but fewer of them went shopping in person. Sales in stores during Thanksgiving and Black Friday dropped between 4 and 7% compared with last year, according to a preliminary analysis by one retail analytics platform. However, another tracking platform found that shopper visits for the two-day period fell just 1%, less steep than the 1.7% decline it recorded a year ago. To us, the most interesting statistics are that those consumers who did shop in-store spent more with average transaction values up about 3%. As we've said before, winning in the retail game requires a strong Digital Path to Purchase that drives sales through all channels, not just online. And, clearly, stores still play a pivotal role in the retail experience.