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Holiday Shopping 2020

Black Friday 2020 Recap & Impact on Holiday Shopping

In the ongoing and fast-paced market shifts of 2020, retailers across the U.S. prepared for a Black Friday that would look drastically different from years previous.

Today, we consider the pandemic’s impact on Black Friday and Cyber Monday this year and what that data means for holiday shopping trends through the end of this year.

Let’s start with this:

In a true sign of the times, sweatshirts and sweatpants were estimated to make up 31% of total U.S. apparel spending this holiday season, according to The NPD Group.

Online & In-Person Shopping

According to Adobe, which tracks website transactions for 80 of the top 100 U.S. online retailers, Black Friday spending online was up 21.6% year over year, with $9 billion on the web the day after Thanksgiving. Cyber Monday also struck record highs, with over $10 billion in online purchases made.

As for in-store, early-rising Black Friday shopping – this year represented less of a sprint and more of a marathon.

In response to safety concerns for in-person shoppers and Amazon’s delayed Prime Day event launch, stores opted to extend their Black Friday and Cyber Monday deals throughout the week following Thanksgiving. To maintain the excitement and sense of urgency with these longer-lasting deals, many stores offered more doorbuster deals and email-exclusive discounts and store credits.

What does this mean for the holiday shopping season?

We can anticipate that retailers will extend their shopping hours where possible, with deals lasting longer into the new year. Additionally, many brick-and-mortar stores will leverage consumers’ preference for online shopping by offering buy online, pickup in store (BOPIC) services.

For retailers, this means that thoughtful space design should be used to leverage POP displays, branded endcaps and other product displays as navigational tools and fast add-on purchases.

And for both retailers and brands, cross merchandising products from different categories in a single display drives higher sales revenue through incremental purchases.

In this way, brands can set themselves apart by using displays to help consumers bring to mind the person in their life who would appreciate their product as a gift.

How do your displays help put your product in context for your consumer, even when it’s on a display shelf?

Schedule a discovery call with one of our display experts to create brand elevating displays next holiday season.