2021 US Thanksgiving, Black Friday and Cyber ​​Monday data review! Severe shortages and price increases

It is learned that Adobe Digital Insights recently analyzed the online sales data of the three major shopping days in the United States in 2021: Thanksgiving, Black Friday, and Cyber ​​Monday, and surveyed more than 1 trillion visits to US shopping websites, involving more than 100 million items in 18 different product categories.

The report said that from November 1 to 29, American consumers spent $109.8 billion online, an increase of 11.9% over last year. Due to expected product shortages and shipping delays, retailers encouraged consumers to shop in advance, and sales on the three major shopping festivals in the United States were the same as last year or slightly down.

During Cyber ​​Week (Thanksgiving to Cyber ​​Monday), U.S. online shoppers spent only $33.9 billion, down 1.4% from last year. According to NRF data, consumers spent an average of $301.27 on online shopping, down from $311.75 in 2020 and $361.90 in 2019.

Thanksgiving Day

According to Adobe, U.S. consumers spent $5.1 billion online on Thanksgiving Day, the same as in 2020, with toys and video games being popular categories.

According to Salesforce, the average online discount on Thanksgiving in the U.S. was 27%, down 7% from 2020. However, the average order value increased 11%, despite 3% fewer items being purchased.

Black Friday

Adobe reported $8.9 billion in U.S. online sales on Black Friday, down 1.3% from $9 billion in 2020. But some e-commerce sellers did see growth. Globally, Shopify merchants saw $2.9 billion in global sales on Black Friday, up 21% from 2020.

Smartphones accounted for 44.4% of all online sales on Black Friday, up 10.6% from last year, according to Adobe.

Additionally, store traffic was up 61% from 2020, but still 27% below 2019 levels. According to the NRF, Black Friday was the most popular day for in-store shopping this year, with 66.5 million U.S. shoppers. In-store apparel sales increased 86.4% year-over-year.

Cyber ​​Monday

Adobe noted that U.S. consumers spent a total of $10.7 billion online on Cyber ​​Monday, down 1.4% or $100 million from last year, but it was still the biggest online shopping day so far this year. Popular categories included toys, gift cards, books, and video games.

According to Adobe, smartphones accounted for 39.7% of online sales, up 8.4% from 2020. BNPL services saw a significant increase in usage on Cyber ​​Monday, with revenue up 21% from 2020 and orders up 1% year-over-year.

Discounts drop

This year, merchants started discounting in October to prevent orders from being concentrated on Black Friday and Cyber ​​Monday, which would lead to a shortage of personnel and logistics. Consumers also started shopping earlier than usual. A survey by the National Retail Federation showed that 61% of American consumers bought holiday gifts before Thanksgiving.

This year's Cyber ​​Week promotions often overlap, with Black Friday deals still valid on Thanksgiving Day, for example. Discounts are generally smaller than last year. For example, the average discount on electronics is 12%, compared to 27% last year. Clothing is marked down 18%, compared to 20% in 2020. This may continue until Christmas.

Out of stock continues

Out-of-stock situations are common during Cyber ​​Week. According to Adobe, the most out-of-stock categories are:

Home Appliances

Electronics

Home Gardening

Personal Care Products

Household cleaning products

Throughout November, out-of-stock information for items increased by 169% compared to January 2020 and 258% compared to November 2019. The situation is likely to get worse in December.

Editor ✎ Xiao Zhu/

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