2020 has been a year of unprecedented times and as each holiday approaches, we struggle to figure out how this year’s celebrations will look and feel. With Thanksgiving approaching followed by Black Friday, we’ll be sure to see trends, like growth in ecommerce, play out as we continue to search for our new normal. Companies need to adapt and find ways to engage the consumer in the digital world on this day of deals. U.S. click-and-collect ecommerce sales are expected to grow to $58.52 billion and retargeting for digital ads will be more important than ever this year. The evolving digital world and increase in adoption of ecommerce will allow companies to “easily experiment with new approaches like an AI recommendation engine, a virtual assistant, technologies that make the brand more search-friendly and more”. Black Friday has already started shifting heavily towards online purchase as it is convenient and cost effective (with more price transparency) for consumers, but it will be interesting to see how companies handle the shopping holiday and if / how consumers will partake.
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