Black Friday wasn't too successful for a significant amount of retailers, which isn't shocking considering the state of the pandemic, and the escalating cases across the country. However, retailers that have hopped onto the e-commerce train weren't too upset as cyber Monday was the most successful of all time. Even more so, cyber Monday has extended into a whole cyber week. With a significant amount of the US population currently spending the majority of their time on the internet, retailers have done their best to maximize their attention by enticing customers with door-busting sales all week. Retailers have managed to take a day of shopping and have turned it into an entire week. Another interesting thing to note is that thanksgiving spending also increased by 22%. Customers stuck at home in more low key thanksgiving weren't as distracted and chose to instead shop on thanksgiving as a way to pass the time.
Most customers loved their new way of black Friday shopping, from the comfort and warmth of their couch. The situation in malls across America was much bleaker. Genuinely looking like cense out of a retail apocalypse, the malls were frightfully empty. This is no surprise considering indoor areas do not feel the safest right now. However, this new comfortable way of shopping will probably be the new norm. Even after the pandemic ends, customers have become very much accustomed to the ease and convenience of online shopping and retailers are being more than accommodating. A prime example is Nordstroms excellent omnichannel strategy of encouraging buy online pick up in-store, encouraging customers to stay out of stores but also not having to ship items by giving customers a 15 dollar credit for buying online and picking up in-store.
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