Digital expectations are dominant theme
Physical retail dominates, but shoppers expect digital integration. For example, Salesforce reported that digital revenues on Black Friday increased 14% to a record $7.2 billion and Thanksgiving Day digital sales increased 17% to $4.1 billion. What’s more, 65% of all digital orders were made through a mobile device, according to Salesforce.
Adobe also reported that Black Friday was a record day for digital sales, which were $7.4 billion and heavily impacted by mobile, noting that "buy online, pick up in store "was a key driver, up 43.2%.
“Black Friday broke mobile shopping records with $2.9 billion spent through smartphones alone,” said Taylor Schreiner, principal analyst and head of Adobe digital insights. “With Christmas now rapidly approaching, consumers increasingly jumped on their phones rather than standing in line. Even when shoppers went to stores, they were now buying nearly 41% more online before going to the store to pick up.”
Cyber Monday sales are expected to set new sales records as well with those offering pick up and ship from store capabilities expected to perform well.