Black Friday brick-and-mortar traffic drops 28.3% from 2019 but rises 47.5% over last year: The results shows consumers are stretching out the holiday season by shopping earlier in wake of supply chain concerns.
Black Friday and Cyber Monday underperformed as shoppers moved up their holiday spending to avoid out-of-stock products and shipping delays. Black Friday foot traffic was down by double digits versus 2019, while both days posted only single-digit ecommerce growth.
Retailers’ competitive promotions—with names like “Black Friday in July”—have been designed to soak up any spillover shopping from Prime Day. But the midsummer shopping event can help retailers market their full value proposition to shoppers without the same mental clutter of the holiday season. For the largest retailers, aggressively promoting their differentiated benefits can spur adoption.