Online Black Friday sales top $1.52 billion, less frenzy at U.S. stores

Online Black Friday sales top $1.52 billion, less frenzy at U.S. stores

Online Black Friday sales top $1.52 billion, less frenzy at U.S. stores

Estimates from ShopperTrak, a data analytics company that measures the number of shoppers at stores, said sales at those outlets decreased "less than 1 percent" compared to Black Friday in 2016, CNN reported. But they're fighting a circumstance in which online leader Amazon is the first and only stop for many shoppers.

With more than $30 billion in sales so far this month, it's impossible to ignore the online shopping revolution.

This stronger-than-expected performance was achieved in spite of a number of factors that could have exerted a negative influence on growth, such as Black Friday occurring before pay day this year, and many retailers launched discounting campaigns in advance of the day itself.

The shift to online buying is a major factor as industry analysts watch how the nation's malls fare this holiday shopping season.

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E-commerce giant Amazon gained 0.8 percent as data from Adobe Analytics showed online Black Friday sales rose almost 17 percent from previous year. As of 10 a.m., sales had reached $840 million, a 17% increase from previous year. There's going to be a lot of online shopping. In fact, traffic to brick-and-mortar stores only dropped 1.6% year-over-year on Thanksgiving and Black Friday combined, according to research from ShopperTrak, a Tyco brand. If the sector can turn things around during the busy holiday shopping season, it could develop into one of 2018's most unexpected comeback plays...

Butler University Marketing Professor Dan McQuistion says despite the numbers, Black Friday deals aren't likely to leave brick and mortar stores anytime soon. That nearly certainly front-loaded some brick-and-mortar sales that may otherwise have occurred over the Thanksgiving weekend. Shoppers started queuing up as early as 5:45 p.m. on Thanksgiving. She said the items that caught shoppers' attention included were voice-activated devices like Amazon Echo, nostalgic toys, clothing and shoes.

Macy's overhauled its rewards program, aiming to keep consumers loyal regardless of whether they're online or off. Earlier on Friday, Macy's CEO Jeff Gennette told The Associated Press said he was pleased with the kickoff to the season.

"There's still the excitement of being able to walk into a best buy and get a TV for $189", he said. "But this was the deal you could only do in the store".

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