CALIFORNIA BUSINESS MINUTE
Black Friday & Cyber Monday Results
11-28-11
Hi, I am Tim Johnson and welcome to the California Business Minute.
The best way to sum up the results from Black Friday and Cyber Monday is to
present the many expert opinions. To illustrate the dynamic results, four
major sources are presented, comScore, Coremetrics, ShopperTrak and the National
Retail Federation.
comScore
Black Friday (November 25) saw $816 million in online sales, representing a 26-
percent increase versus Black Friday 2010. Thanksgiving Day (November 24), while
traditionally a lighter day for online holiday spending, achieved a strong 18-
percent increase to $479 million.
Coremetrics
Online sales on Cyber Monday eclipsed last year's record of $1.03 billion. Online
sales were up 33.0 percent over 2010, with consumers pushing the average order
value up from $193.24 to $198.26 for an increase of 2.6 percent.
ShopperTrak
Black Friday sales increased 6.6 percent over the same day last year. This
represents $11.40 billion in retail purchases and the biggest dollar amount
ever spent during the day. Retail foot-traffic rose accordingly, increasing
by 5.1 percent over Black Friday 2010. This is the largest year-over-year gain
in ShopperTrak’s National Retail Sales Estimate for Black Friday since the 8.3
percent increase seen between 2006 and 2007. ShopperTrak identifies that it
remains to be seen whether consumers will sustain this behavior through the
holiday shopping season.
National Retail Federation
According to a survey for the Federation, a record 226 million shoppers visited
stores and websites over Black Friday weekend, up from 212 million last year.
The average holiday shopper spent $398.62 this weekend, up from $365.34 last
year. Additionally, shoppers also checked out retailers’ deals online, spending
an average of $150.53 on the web – 37.8 percent of their total weekend spending.
So, are shoppers really more confident about the economy or are they desperate
for deals? The last time shoppers spent this much over Thanksgiving was in 2008.
Afterwards, holiday sales promptly fell off. On Black Friday, in-store purchases
increased about 8%. But online, Thanksgiving Day, Black Friday, and Cyber Monday
sales jumped by 39%, 26% and 33%, respectively.
I am Tim Johnson and this has been the California Business Minute.
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