Black Friday Data from InfoScout Helps Make Sense of How Holiday Shopping Has Evolved
Now that the dust has settled on the marathon that was the Black Friday weekend and Cyber Monday, let’s take a moment to try to fully comprehend what the heck just happened. We already know that it was a record-setting weekend in a number of facets: 135.9 million Americans shopped over the weekend (the most ever); and two single-day online sales records were set, first on Black Friday ($3.34 billion) and then again on Cyber Monday ($3.39 billion).
But—like we’ve been saying all along—while those numbers are important and great to see, there are much more telling numbers out there. And they come in the form of InfoScout’s countless charts from Black Friday 2016. The data, which was collected in real-time over the weekend and based on millions of omnichannel transactions, provides insights on myriad aspects of what holiday shopping looks like in the U.S.
Bottom line: Consumers might be spending more, but the ways in which they are forking over their dollars is changing. This shouldn’t come as a surprise to any consumer electronics retailer. InfoScout asked Amazon Prime members where they planned to complete their holiday shopping, and only 3 percent said that they will do nearly all of it in-store compared to 18 percent who said they would do nearly all of it online. Collectively, 85 percent said they will do at least half of their shopping online.