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Shoppers carry their purchases during Black Friday shopping at Fashion Outlets of Chicago in Rosemont, Ill., on Nov. 26. Photo: Joel Lerner/Xinhua via Getty Images

More shoppers flocked to stores on Black Friday this year compared to last, but online shopping was lower than expected, according to data from Friday.

Driving the news: Online shopping was on the lower end of what was expected, largely because people had been ringing up their shopping carts earlier in the year in an effort to skirt potential supply chain issues, according to the Adobe Digital Economy Index.

By the numbers: Black Friday foot traffic was up 48% over 2020, but still down 28% from 2019, according to a preliminary Sensormatic Solutions report.

  • Total online spending on Black Friday was around $8.9 billion, which is at the low end of Adobe’s predicted range and slightly lower than 2020, when total spending hit $9 billion, per Adobe.
  • In 2019, online spending on Black Friday reached $7.4 billion, per Adobe.

The big picture: This year marks the first time where both Thanksgiving Day and Black Friday "did not see an increase in online spending [year over year], another sign that consumers started to shift their spending to earlier in the season, responding to promotions and deals from retailers that started in October," Adobe said in a statement.

  • Overall holiday sales are predicted to grow this year, according to the National Retail Federation.
  • The National Retail Foundation predicted last month that holiday sales during November and December will grow between 8.5% and 10.5% over 2020, compared with an 8.2% growth during those same months in 2020.

What to watch: Adobe predicts that Cyber Monday will be the biggest online shopping day of 2021, with between $10.2 billion and $11.3 billion spent online.

Go deeper: Post-Thanksgiving shopping looks to make up for lost time

Axios' Hope King contributed reporting.

Editor’s note: This story has been corrected to state that the data on Black Friday foot traffic was according to Sensormatic Solutions, not Mastercard.

Go deeper

Hope King, author of Closer
Jan 14, 2022 - Economy & Business

Record level consumer demand drops as high prices surge

Data: FRED; Chart: Thomas Oide/Axios

Record levels of consumer demand are petering out as high prices cut into wages and add to household worries.

Why it matters: Shoppers will hold off on buying if goods get too expensive — a trend that if big enough could slow down economic growth.

11 mins ago - World

North Korea launches 4th suspected missile test this month

A news broadcast in Seoul, South Korea, of an apparent North Korean missile test on Monday morning local time. Photo: Jung Yeon-je/AFP via Getty Images

North Korea's military fired "two suspected short-range ballistic missiles" eastward from Pyongyang on Monday morning local time, per South Korean and Japanese officials.

Why it matters: The fourth such launch since Jan. 5 comes days after North Korea's military warned of "stronger" action if the U.S. moved to have more sanctions imposed on the country.

Thousands without power as "hazardous" winter storm lashes East Coast

Winter view from Charlotte as winter storm Izzy creates dangerous conditions in Charlotte, N.C. on Jan. 16. Photo: Peter Zay/Anadolu Agency via Getty Images

A major winter storm was lashing much of the East Coast on Sunday, causing widespread power outages and disrupting travel over the holiday weekend.

The big picture: Heavy snow and ice accumulations are "likely to produce hazardous travel," downed trees and more power outages from the Mid-South to the Northeast, per the National Weather Service. Some parts of the U.S. can expect to see up to a foot of snow through Monday.