“A Flat Line Isn’t a Flatline” — a BFCM Recap

Dec 3, 2021

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When looking at Black Friday/Cyber Monday recaps, retail analysts and reporters drew a little bit of a flat line
Brands are seeing underwhelming sales growth on Amazon's Black Friday. “In general, performance for many brands was somewhat muted compared with the bumper 2020 sale event. A considerable factor could be that it appears that shoppers did not flock to Black Friday deals as eagerly this year.”- Kiri Masters, Forbes
“More and more of these types of companies are being transparent with their data, even though they're private companies. As they become more dominant, they're helping us to understand the landscape a little more in the way that they're sharing data.” -Phillip
Walmart was still the leader in brick-and-mortar sales on Black Friday, with nearly 59% of consumers who shopped in-store stepping into one of the box store locations. Over 42% visited physical Target locations, while approximately 30% went to Best Buy and 21% went to Kohl’s.
“The way we're shopping has changed forever.” -Phillip
Walmart was still the leader in brick-and-mortar sales on Black Friday, with nearly 59% of consumers who shopped in-store stepping into one of the box store locations.
The future is here but not equally distributed yet. Market leaders are making investments in the metaverse, this might be an area where more brands are going to make investments and become more experimental.

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