Black Friday broke shopping records, but not at stores

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Black Friday shoppers spent a record $7.4 billion onli...

Posted: Dec 2, 2019 3:19 PM

Black Friday shoppers spent a record $7.4 billion online this year. But heading to the stores in person on Black Friday, once an annual tradition for many Americans, continues to lose its appeal.

Shopping in brick-and-mortar stores on Black Friday dropped 6.2% compared to 2018, according to data from ShopperTrak, as more customers make their purchases online. But that's not the only reason Black Friday shopping in stores is fading.

Holiday deals are now starting earlier than ever, more stores are opening on Thanksgiving and promotions are extending to Cyber Monday and into December. Foot traffic in stores increased 2.3% on Thanksgiving Day compared with last year, according to ShopperTrak.

Retailers such as Macy's and Nordstrom have expanded their online pickup options for customers who want to avoid crowded stores but don't want to wait for delivery. It's good for the stores, too, as pickup is more profitable than delivering to customers' homes.

"There is no longer one way to shop on Thanksgiving Day and Black Friday," said Brian Field, senior director of global retail consulting for ShopperTrak.

With this year's Thanksgiving landing six days later than last year, retailers began stepping up their advertising and promotions before Halloween. They offered steep discounts on such items as appliances, sporting goods, televisions and toys, according to Adobe Analytics.

The decline of shopping in stores on Black Friday offers a window into the state of brick-and-mortar retail today.

Last year, US retailers announced they would close more than 5,800 stores. So far this year, US retailers have announced 9,271 store closures, according to Coresight Research. The list includes companies such as Payless, Forever 21 and Charlotte Russe.

Some companies, such as Walmart, Target, Costco and Best Buy are benefiting from these closures and are expected to have strong holiday seasons. Target's stock has rallied close to 90% this year and is one of the top performers on the S&P 500.

A healthy economy also will bolster these companies during the holidays. The National Retail Federation estimates retail sales in November and December will grow between 3.8% and 4.2% compared with a year ago.

"The consumer remains strong given low levels of unemployment and rising wages," Cowen analysts said in a research report Friday.

But not every retailer will get a lift. Department stores, mall-based stores and companies that have started to close some stores are most at risk for weak holiday stretches, according to Cowen.

Minnesota Coronavirus Cases

Data is updated nightly.

Confirmed Cases: 22464

Reported Deaths: 942
CountyConfirmedDeaths
Hennepin7540565
Ramsey2610103
Stearns198412
Nobles14883
Anoka126259
Dakota118244
Olmsted57510
Washington56230
Kandiyohi4751
Rice4112
Clay40625
Scott3792
Todd2960
Wright2691
Sherburne2192
Mower2161
Carver1852
Benton1692
Steele1480
Martin1265
Blue Earth1221
St. Louis11513
Freeborn970
Pine850
Winona7815
Nicollet747
Carlton730
Cottonwood650
Otter Tail620
Unassigned6110
Goodhue603
Watonwan590
Polk592
Crow Wing571
Itasca537
Chisago501
Dodge460
Chippewa441
Meeker440
Le Sueur431
Morrison400
Douglas390
Jackson390
Becker370
Murray360
Lyon360
Isanti330
McLeod290
Waseca240
Rock210
Swift170
Pennington170
Mille Lacs171
Fillmore171
Wabasha170
Brown142
Faribault130
Beltrami130
Sibley130
Cass122
Norman110
Wilkin113
Kanabec111
Pipestone100
Marshall90
Pope80
Wadena80
Aitkin70
Koochiching70
Yellow Medicine60
Lincoln50
Renville50
Mahnomen51
Red Lake40
Traverse30
Big Stone30
Clearwater30
Redwood30
Grant30
Lac qui Parle30
Houston20
Lake10
Hubbard10
Roseau10
Kittson10

Iowa Coronavirus Cases

Data is updated nightly.

Confirmed Cases: 18342

Reported Deaths: 496
CountyConfirmedDeaths
Polk3876115
Woodbury265831
Black Hawk171343
Linn93876
Marshall87815
Dallas87317
Buena Vista6820
Johnson6058
Muscatine54741
Wapello5384
Crawford4882
Tama40026
Scott34610
Louisa33610
Dubuque33016
Jasper25716
Pottawattamie2277
Sioux2100
Washington1858
Wright1240
Allamakee1194
Plymouth1191
Warren1140
Story961
Poweshiek888
Mahaska888
Bremer676
Henry671
Clinton601
Des Moines581
Boone560
Taylor480
Cedar461
Guthrie443
Clarke400
Benton391
Jones360
Iowa360
Monroe354
Shelby350
Clayton313
Buchanan310
Osceola310
Marion300
Webster291
Hamilton280
Madison261
Fayette260
Monona240
Lee230
Cherokee230
Winneshiek230
Cerro Gordo221
Davis200
Jefferson190
Harrison190
Lyon190
Grundy190
Floyd181
Sac170
Mills160
Hardin150
Butler150
Delaware150
Humboldt140
Ida140
Keokuk140
Hancock140
Appanoose133
Jackson130
Dickinson130
Clay130
Greene130
Howard120
Audubon121
Winnebago110
Cass110
Page100
Van Buren90
Franklin90
Carroll90
Pocahontas90
Chickasaw80
Emmet80
Unassigned80
Kossuth80
Adair70
Adams70
Lucas70
Union60
Montgomery60
Mitchell50
Ringgold40
Fremont40
Palo Alto30
Worth30
Calhoun20
Decatur10
Wayne10
Rochester
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Albert Lea
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Lingering showers Thursday AM will turn to sunshine by the afternoon
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