Online Black Friday sales down this year as consumers start holiday shopping early

For the first time, shoppers spent less online on Black Friday and Cyber Monday this year as consumers began shopping earlier to get a jump on anticipated supply chain issues that have resulted in some shortages.

Also, store traffic was up compared with last year, when most shoppers were reluctant to go out because of the coronavirus, but it remains well below where it was in 2019.

American consumers spent $10.7 billion on Cyber Monday, down 1.4% from a year ago, according to Adobe Analytics. Despite the drop, it remains the biggest online shopping day of the year, with $12 million spent every minute during the peak hour, Adobe reported.

Online sales on Black Friday dipped 1.3% from 2020 to $8.9 billion, and online sales on Thanksgiving remained flat at $5.1 billion, Adobe said.

Total online sales from Thanksgiving Day through Cyber Monday hit $33.9 billion, down 1.4% from 2020.

Because of supply chain challenges, consumers have been shopping earlier online rather than wait until Black Friday.

Bankrate.com says 77% of adults experienced product-related shopping problems in October, with the most common problems being higher prices than usual (55%), items out of stock or backordered (47%) and shipping delays (35%).

Online sales in November through Nov. 29 totaled $109.8 billion, up 11.9% over 2020. Sales have topped $3 billion in 22 days of the month, a new record, according to Adobe. It expects online sales from Nov. 1 to Dec. 31 to hit $207 billion this year, a 10% increase from 2020.

Sales of toys, gift cards, video games, baby and toddler products, microwave ovens and small kitchen appliances led sales.

Traffic at brick and mortar stores over the Black Friday weekend was up 34.2% from 2020, but down 21.7% from 2019, according to Sensormatic Solutions, which provides retail analytics as part of Johnson Controls.

"Shoppers are returning to stores, but there are still lingering health and safety concerns making some cautious of traditionally crowded shopping days,” Brian Field, senior director of global retail consulting for Sensormatic, said in a statement.

mawilliams@dispatch.com

@BizMarkWilliams