However, online and mobile shopping have surged. Online sales on Thanksgiving Day last year increased 14.3 percent over 2013, with sales on Black Friday up 9.5 percent year over year, according to IBM Digital Analytics Benchmark. Black Friday mobile traffic reached 49.6 percent of all online traffic, an increase of 25 percent from 2013. Black Friday mobile sales accounted for 27.9 percent of total online sales, up 28.2 percent from a year earlier.
“Black Friday is not irrelevant, it’s just that a lot more people are [buying] on mobile devices,” says Hannah Egan, product strategy specialist at IBM Commerce. Egan notes that mobile buying experiences have improved, as retailers have done a better job of targeting consumers with specific promotions on mobile devices.
Adds Egan, “the mobile device has become one’s personal shopper — those retailers that will win are the ones who treat their customers as one customer, offering good deals both online and in-store.”
If traditional Black Friday shopping at physical stores is starting to become a thing of the past, there may be some distinct winners and losers from the retail sector.
Winners could include companies that sell electronics such as Best Buy (BBY) or Amazon, as consumers look for good deals on these products throughout November and December and not just on Black Friday weekend. On the other hand, companies hawking impulse items people would buy for themselves while they’re out shopping on Black Friday, such as winter coats, boots and other apparel, may be hurt.
“Athleisure normally sells well over Black Friday weekend because it’s never discounted,” noted Allen, suggesting the likes of Lululemon (LULU) and Nike (NKE) could be impacted if fewer consumers are in the malls to buy yoga pants and joggers.
And this year, November may also mean another in which the Black Friday buying orgy fades further into the background of importance for retailers.