On Black Friday 2012, consumers spent $1.042 billion online, which is a 26-percent increase from Black Friday 2011; while stores reported a 1.8-percent decrease for in-store sales, according to analytics firm comStore. For the first 23 days of the November-December 2012 holiday season, online shopping increased 16% from 2011, and on Thanksgiving Day, traditionally a relatively quiet online shopping day, there was a 32-percent increase in online sales.
Technology focused purchases have increased as well; up 29-percent from last year, “Digital Content & Subscriptions” are the top-growing online retail product to date, along with smartphones, tablets, and eReaders, which are pushing the purchase of digital books, audio, and video content. Following behind in increased sales by 18-percent, respectively, were “Video Game Consoles & Accessories,” and “Consumer Electronics” by 18-percent, according to the report.
The Chairman of comScore states, “With Black Friday online sales up 26-percent and surpassing $1 billion for the first time, coupled with early reports indicating that Black Friday sales in retail stores were down 1.8-percent, we can now confidently call it a multi-channel marketing phenomenon.” The numbers indicate a shift in the way shoppers are choosing to get deals, with more consumers heading to the internet rather than retailer’s stores.