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Shoppers have seen nearly two months of offers from retailers
looking to recover sales lost due to mall and store closures,
while Amazon.com pushed back its annual summer promotional event
to October, creating a longer than ever season.
Estimates from Adobe Analytics, however, showed this year's
conclusion to Thanksgiving weekend promotions would still be the
largest online sales day in history, with spending between $10.8
billion and $12.7 billion.
"We are seeing strong growth as consumers continue to move
shopping from offline to online this year," Adobe Digital
Insights director Taylor Schreiner said.
"New consoles, phones, smart devices and TVs that are
traditional Black Friday purchases are sharing online shopping
cart space this year with unorthodox Black Friday purchases such
as groceries, clothes and alcohol, that would previously have
been purchased in-store."
Traditionally, Cyber Monday starts with people, fresh off their
long weekend, scouring for discounts online at work and driving
another big day of promotions.
The popularity of event shopping days has faded with the
emergence of online shopping and cheap deals throughout the year
from retailers including Amazon and Walmart Inc, but the health
crisis this year has also played with shopping patterns.
Walmart, Target Corp, Best Buy all moved their promotions up to
remain competitive with Amazon, while doubling down on
investments in fulfilling online orders.
The tent pole shopping event of Black Friday, which pulled in
record online sales of about $9 billion, according to Adobe, saw
shoppers turning up in smaller numbers at stores as they
utilized the early deals and avoided stepping out into large
crowds.
Consumers sought out deals for gifts and necessities including
the latest Xbox and PlayStation consoles, Lego sets, the Roku
Stick+ and Apple Watches.
(Reporting by Aishwarya Venugopal in Bengaluru; editing by
Patrick Graham and Shinjini Ganguli)
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