The holiday season has not gotten off to a happy start for retailers as Black Friday sales have dropped since year.
The numbers are not looking good for stores hoping that shoppers would spend like mad after stuffing themselves to capacity with Turkey, mac-and-cheese and pumpkin pie. According to the National Retail Federation, sale for Black Friday weekend were down 11.3 percent form last year.
While it may be a Thanksgiving tradition for families to head out to the actual shops to snag their deals, in-store shopping was 5.2 percent from 2013. However, that could be because more people did their bargain hunting online–particularly on their smart phones–as digital sales rose 14.3 percent.
“The Black Friday hangover impacted retailers in a very positive way as there were significant spikes in traffic, revenue and conversions on the Saturday after Thanksgiving,” Monetate CEO of Digital Marketing and Commerce Lucinda Duncalfe said in a press release accompanying the data. “Mobile continues to drive this trend, as it appears that shoppers browsing on Black Friday decided to make purchases via smartphones and tablets on Saturday as many deals and specials continued online.”
Don’t cry for retailers, though, they still made $50.9 billion from Thanksgiving night (you know, when people were still eating dinner) to Sunday night. There’s no data yet on Cyber Monday, but we can all probably expect a tally sometime later this week.
PricewaterhouseCoopers had anticipated a dip in sales due to economic conditions, but that was not the only contributing factor here. Interestingly enough, what was not mentioned as a possible cause for the dip in sales was the impact of #BlackOutFriday, where the Black community was urged to spend #NotOneDime after the Ferguson grand jury announced that it would not indict officer Darren Wilson in the shooting death of unarmed teen Michael Brown.
The movement was more than just a hashtag as people put their protest into action by shutting down a St. Louis mall, staging die-ins at other locations and simply just not shopping on Black Friday or any days that are financially associated with it.