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Will online sales on Cyber Monday surpass Black Friday?

By Rob Nowell

The National Retail Federation has predicted that an estimated 164 million people, or 69 percent of Americans, are planning to shop, or are considering shopping, during the Thanksgiving weekend (NRF).

This is the first year that the NRF has included Cyber Monday into its survey, which showed that it will be the second most popular shopping day behind Black Friday.

Of those respondents that were considering or planning to shop over the Thanksgiving weekend, some 70 percent (115 million people) were preparing to shop on Black Friday, significantly ahead of the 48 percent (78 million people) that plan to shop on Cyber Monday.


How does online differ?


Online, however, is a very different story. Last year sales on Cyber Monday, $3.39 billion, surpassed those of Black Friday, $3.34 billion (Forbes). A survey from RetailMeNot indicated that 56 percent of respondents planned to make a purchase this Cyber Monday, up from 39 percent last year (Forbes).

If stats like these are a good indication, then the gap in sales is likely to increase this year. This may cause retailers to place more of a focus on Cyber Monday than Black Friday.


Brand View Thanksgiving weekend analysis


Following the Thanksgiving weekend, Brand View will publish an Insight comparing Black Friday and Cyber Monday to see how retailer’s promotional strategies differed.

Brand View will also publish an Insight on Black Friday with an analysis of the pricing and promotion of the headline deals offered by retailers. We will follow this a few days later with a further Insight conducting a deeper dive into the Black Friday deals offered by Amazon.