Nov 27, 2019

Online retailers dominate holiday shopping

An Amazon fulfillment center, fully stocked for Black Friday. Photo: Matthew Horwood/Getty Images

More and more people are dodging the long lines and busy parking lots of Black Friday — and planning to do their holiday shopping online instead.

The big picture: Despite headlines and reports describing a retail apocalypse, brick-and-mortar stores still easily trump e-commerce sites, with online shopping claiming only about 10% of all retail. But when it comes to shopping around the holidays, online has a much larger share.

  • Last year, 30% of all retail dollars spent in November were spent online, per analytics platform 1010data. That's up from 17% in 2014.
  • This year, 54% of Americans say they plan to buy the bulk of their holiday gifts online, according to data from PricewaterhouseCoopers, reported by the Washington Post.

Go deeper: Cyber Monday's rise comes at Black Friday's expense

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Holiday shoppers are unfazed by recession fears

Reproduced from an Experian chart; Chart: Axios Visuals

More Americans say they are worried about a recession next year and are getting more cautious about their spending habits and debt, but that didn't slow down their holiday shopping.

Driving the news: Data from Adobe Analytics shows Black Friday spending increased by nearly 20% over last year, rising to $7.4 billion, even as fewer retailers offered big in-store discounts. Brick-and-mortar stores saw an overall 6% decline in sales, according to preliminary data from ShopperTrak.

Go deeperArrowDec 2, 2019

Cyber Monday's rise comes at Black Friday's expense

Illustration: Sarah Grillo/Axios

54% of American consumers said they will do most of their holiday shopping online this year, highlighting the rise of Cyber Monday, the Washington Post reports.

Why it matters: Consumers' tendency to stay at home is forcing retailers to rethink how they offer deals on Cyber Monday and Black Friday — two of the biggest shopping days of the year — especially since the former offers loads of data that can allow for companies to make on-the-fly decisions about their offers.

Go deeperArrowNov 27, 2019

How we got Cyber Monday

Illustration: Sarah Grillo/Axios

Cyber Monday — with a predicted $9 billion in U.S. sales online — has become a self-sustaining phenomenon in the world of e-retail, with email blasts and ad blitzes pushing pre-holiday season discounts.

The big picture: This event did not emerge organically. It's a marketing construct built around a discredited prefix that was originally coined for an invented science.

Go deeperArrowDec 2, 2019