Cyber Monday poised to be the biggest online shopping day of the year, but may still fall short of last year’s total

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Cyber ​​Monday will probably be the biggest online shopping day of the year, however, it may fall short of the final tally in 2020.

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The news comes from an Adobe ADBE,
Forecasts predicted between $10.2 billion and $11.3 billion after sales of $10.8 billion last year.

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The forecast comes after Black Friday sales fell from last year, ending 2020 at $8.9 billion after sales of $9.0 billion. Sales on Thanksgiving Day were flat at $5.1 billion.

Black Friday e-commerce sales expected to reach $9 billion, even as the power of major shopping days falls

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Adobe attributed the decline to strong sales at the start of the season. From November 1 to November 28, retailers increased purchases by $99.1 billion, up 13.6% year-on-year.

“On big shopping days like Thanksgiving and Black Friday, online sales are declining for the first time in history,” Taylor Schreiner, director of Adobe Digital Insights, said in a statement.

“With 21 days in November spending over $3 billion, what we know [is] Cyber ​​Week is starting to look like Cyber ​​Month.

Another new development is the fall in Cyber ​​Monday promotions. The television is still the best deal, according to Adobe, with about 16% off, although prices were down 19% last year.

Supply chain problems persist, with Adobe reporting that there was a 16% increase in out-of-stock messages compared to the weekends of November 20 and November 21, but that shelves weren’t as empty as expected.

“Speaking with customers, I would say that expectations were very low and there was a feeling that the stores were in better shape than anticipated,” David Ritter, managing director of the consumer and retail group at Alvarez & Marsal, said in a statement. Alvarez & Marsal is a professional-services consulting firm.

“There were some categories that seemed to be in worse shape than others — electronics, pets, and apparel all had significant out-of-stock in select stores.”

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Even if things weren’t as bad over the weekend as Ritter suggested, customers should get the items on their list early.

“An interesting note – at several stores I visited employees indicated that all product was pushed to the floor in a ‘get it while we have it’ approach that would come later in the holiday season on issues that would arise.” may indicate,” Ritter said. ,

Sensormatic Solutions data found that visits to stores were still down 28.3% compared to 2019, although shoppers were turning back to brick-and-mortar in an effort to address problems that could arise from having orders delivered. She was

Brian Field, Senior Director of Global Retail Consulting, Sensormatic Solutions, said in a statement, “One driver of this increased traffic could be supply chain challenges and shipping delays, resulting in consumers buying to ensure their gifts are on time. Have to do it.” , Sensormatic Solutions is part of Johnson Controls JCI,
Which focuses on safety, sustainability, automation and more in buildings.

Fields expects customers to use a full range of services, including shop-online-pick-up-in-store, to receive gifts under the tree by December 25.

On November 27 and 28, use of buy-online-pickup-in-store services was down 10% from the previous year, “a sign that consumers are feeling more confident about their spending capabilities,” Adobe noted. did.

For the year so far about 52% is gone. Amplify Online Retail ETF IBUY,
down 10.7%. and the S&P 500 Index SPX,
An increase of 23.5% for the period.


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