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Black Friday broke shopping records, but not at stores

Black Friday shoppers spent a record $7.4 billion onli...

Posted: Dec 2, 2019 3:19 PM

Black Friday shoppers spent a record $7.4 billion online this year. But heading to the stores in person on Black Friday, once an annual tradition for many Americans, continues to lose its appeal.

Shopping in brick-and-mortar stores on Black Friday dropped 6.2% compared to 2018, according to data from ShopperTrak, as more customers make their purchases online. But that's not the only reason Black Friday shopping in stores is fading.

Holiday deals are now starting earlier than ever, more stores are opening on Thanksgiving and promotions are extending to Cyber Monday and into December. Foot traffic in stores increased 2.3% on Thanksgiving Day compared with last year, according to ShopperTrak.

Retailers such as Macy's and Nordstrom have expanded their online pickup options for customers who want to avoid crowded stores but don't want to wait for delivery. It's good for the stores, too, as pickup is more profitable than delivering to customers' homes.

"There is no longer one way to shop on Thanksgiving Day and Black Friday," said Brian Field, senior director of global retail consulting for ShopperTrak.

With this year's Thanksgiving landing six days later than last year, retailers began stepping up their advertising and promotions before Halloween. They offered steep discounts on such items as appliances, sporting goods, televisions and toys, according to Adobe Analytics.

The decline of shopping in stores on Black Friday offers a window into the state of brick-and-mortar retail today.

Last year, US retailers announced they would close more than 5,800 stores. So far this year, US retailers have announced 9,271 store closures, according to Coresight Research. The list includes companies such as Payless, Forever 21 and Charlotte Russe.

Some companies, such as Walmart, Target, Costco and Best Buy are benefiting from these closures and are expected to have strong holiday seasons. Target's stock has rallied close to 90% this year and is one of the top performers on the S&P 500.

A healthy economy also will bolster these companies during the holidays. The National Retail Federation estimates retail sales in November and December will grow between 3.8% and 4.2% compared with a year ago.

"The consumer remains strong given low levels of unemployment and rising wages," Cowen analysts said in a research report Friday.

But not every retailer will get a lift. Department stores, mall-based stores and companies that have started to close some stores are most at risk for weak holiday stretches, according to Cowen.

Mississippi Coronavirus Cases

Data is updated nightly.

Confirmed Cases: 112123

Reported Deaths: 3223
CountyConfirmedDeaths
Hinds7823176
DeSoto676778
Harrison490283
Jackson439383
Rankin385986
Madison375793
Lee349079
Forrest298078
Jones285384
Washington253799
Lafayette244042
Lauderdale2398134
Lamar219038
Bolivar199477
Oktibbeha197654
Neshoba1820111
Lowndes175562
Panola167638
Leflore163287
Sunflower158849
Warren153255
Monroe146572
Pontotoc145219
Pike137256
Lincoln136856
Marshall136226
Copiah135736
Coahoma124036
Scott123829
Grenada120638
Yazoo119933
Simpson119549
Union116025
Leake113940
Holmes113760
Tate113639
Itawamba111325
Pearl River110559
Adams105243
Prentiss102919
Wayne99421
Alcorn96712
George95718
Covington94525
Marion93342
Tippah86521
Newton84927
Chickasaw83225
Winston82621
Tallahatchie82525
Tishomingo79741
Hancock78727
Attala78126
Clarke72750
Clay68421
Jasper67417
Walthall63327
Calhoun61812
Noxubee59617
Smith58516
Claiborne53416
Montgomery53123
Tunica52317
Yalobusha51314
Lawrence50414
Perry48423
Carroll46812
Greene45918
Stone45514
Amite42013
Humphreys41916
Quitman4176
Jefferson Davis40011
Webster36613
Wilkinson33120
Kemper32115
Benton3194
Sharkey28014
Jefferson27110
Franklin2373
Choctaw2036
Issaquena1064
Unassigned00

Alabama Coronavirus Cases

Confirmed Cases: 153016

Reported Deaths: 2633
CountyConfirmedDeaths
Jefferson22720374
Mobile14405314
Tuscaloosa10066137
Montgomery9820196
Madison907894
Shelby715361
Lee646165
Baldwin644369
Marshall431048
Calhoun416059
Etowah412249
Morgan400033
Houston365532
DeKalb325428
Elmore312852
St. Clair283842
Limestone273630
Walker269993
Talladega259135
Cullman231024
Lauderdale212540
Jackson205515
Autauga202130
Franklin201731
Colbert193330
Russell19053
Blount187325
Dallas186027
Chilton182632
Escambia171428
Coffee16829
Covington166629
Dale163851
Chambers133043
Pike131313
Tallapoosa129587
Clarke127317
Marion105029
Butler99840
Barbour9969
Marengo98222
Winston90613
Geneva8447
Lawrence81131
Pickens81117
Randolph80514
Bibb80114
Hale74830
Cherokee72314
Clay72212
Lowndes70228
Henry6386
Bullock63717
Monroe63610
Washington62312
Crenshaw59830
Perry5816
Wilcox55912
Fayette55713
Conecuh55613
Cleburne5327
Macon53020
Sumter46821
Lamar4595
Choctaw38712
Greene34016
Coosa1993
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