Digital sales set new records on Thanksgiving with 21% YoY growth

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 01, 2020, 6:15 AM UTC

But, the decline in foot traffic due to the pandemic could hurt small businesses the most.

Adobe found that digital sales hit a new record over Thanksgiving, with 21.5% YoY growth to $5.1 billion. Black Friday sales hit online sales of $9 billion, with an increase of 21.6% from 2019. Mobile accounted for a significant share of online sales on both Thanksgiving (46.5%) and Black Friday (40%).

COVID-19 has made US consumers were intentional, deliberate and purposeful. According to Salesforce, businesses that offered curbside pickup, drive-through and in-store pickup options saw 26% higher digital sales than retailers that did not, during the first days of Cyber Week.

Adobe’s analysts anticipate that with shipping prices increasing by around 14.6% after December 11, last-minute shoppers could be hurt. Lower footfall could disproportionally affect small retailers.

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