Are you curious how well or how poorly clothing stores made out during
the Black Friday 2016 shopping day? We can review what the various news agencies and data collection
agencies had to say about how well the retailers managed this season.
Some of this data includes stores that sell more than just apparel, but
this will help us get a general feel of how the industry faired for this
very important holiday shopping day.
Before reading below, it is good to remind ourselves that their is a
difference between Black Friday, Black Friday Weekend, Cyber Monday,
Holiday Sales, etc. To be honest, when reading the various
summaries the line between the terms gets a little blurred, so read
carefully. Also, some of the information listed on this page is
predictions / forecasts and estimates.
Here is one more thing to think about, "can any company truly give a
report that indicates exact information regarding "all" retail sales on
a particular day, weekend, or season?". Let's keep in mind that
their are many fashion boutiques, mom & pop stores, specialty stores,
small ecommerce websites, etc. that could not possibly be calculated.
With that said, hopefully the following will help you with your
What was expected for Black Friday 2016:
Adobe’s 2016 Holiday Shopping Predictions: Tips for Capitalizing on
2016’s Holiday Shopping Season by Becky Tasker from Adobe Digital
Insights wrote on October 27, 2016 that, "November 1 to December 31 — a
large number of transactions will occur between consumers and brands,
positioning the 2016 holiday shopping season to bring in over $91.6
billion dollars in revenue." (keep in mind she is refering to the entire
holiday selling season; not only Black Friday.) The article goes
on to explain the "Adobe Holiday Shopping Predictions Report".
First we will tell you some of the key predictions, and than we will
share with you their comments on how the report works. They said,
"For large shopping days, Thanksgiving sales are predicted to grow the
fastest with a projected 15.6 percent year-over-year growth.
Black Friday is next, with an estimated 11.3
percent year-over-year growth, and is anticipated to bring in
over $3 billion for the first time ever! Cyber Monday, on the other
hand, is not projected to grow as quickly; our report indicates
retailers should expect a 9.4 percent year-over-year growth. However,
with an expected $3.36 billion in revenue, Cyber Monday will continue to
be the largest revenue day of the holiday season."
Here is more information regarding the Adobe Holiday Shopping
Predictions Report which which is part of Adobe Digital Insights'
What Is the Adobe Holiday Shopping Predictions Report? At
Adobe, they measure roughly $7.50 of every $10.00 spent online as well
as 80 percent of all online transactions from the top 100 retailers. To
create this particular report, they viewed over 55-million SKUs to
obtain product and pricing information and more than 1-trillion visits
from thousands of retailers to obtain shopping information. The
compilation of this data helps us understand not only how consumers are
interacting with brands, but also the current behavioral trends. This
knowledge, in turn, allows them to help brands understand the best
practices for both providing stellar customer experiences and driving in
revenue this holiday season.
Treacy Reynolds & Ana Serafin Smith from NRF wrote an article titled,
137.4 Million Consumers Plan to Shop Thanksgiving Weekend on
November 18, 2016, the article stated "With the election behind
them, consumers are eager to see the deals retailers will offer for the
biggest shopping weekend of the year, with 59 percent of Americans –
an estimated 137.4 million people – planning
to or considering shopping during Thanksgiving weekend, according
to the annual survey released today by the National Retail Federation
and Prosper Insights & Analytics. The numbers, which cover Thanksgiving
Day, Black Friday and Small Business Saturday plus Sunday, include both
in-store and online shopping and are up from 58.7 percent or 135.8
million people last year."
Consumers will spend $27 billion this Friday, accounting for 4.7 percent
of all holiday shopping, according to Craig Johnson from the research
firm Customer Growth Partners. That may sound like a lot, but Black
Friday’s importance has shrunken over the years. According to the
A Less Frenzied Black Friday as Millennials Opt to Stay In
(By Rachel Abrams Nov. 23, 2016), "A
decade ago, the day accounted for 6 percent of sales". In that New
York Times article he went on to predict, "Over all, people are expected
to spend $632 billion this holiday season, up from $607 billion last
year, the company estimates. But for the first time, more than half that
growth will come from online shopping".
What happened on Black Friday 2016: Retail Results
Nov. 25, 2016 – Walmart shared the following statement
on how the company delivered on its Black
Friday plans for customers. The retailer also unveiled top products
purchased on Black Friday and how customers shopped that day in stores
and online. “This Black Friday, we promised customers great deals, more
availability of those items, an integrated offering with Walmart.com and
the simple shopping experience our customers have come to expect from
Walmart. I am proud to say that we’ve delivered on all fronts," said
Steve Bratspies, Chief Merchandising Officer, Walmart U.S. “Our
customers were particularly excited about the new technologies we
offered this year. In addition to picking up Black Friday favorites like
televisions and toys, they flocked to our stores for drones, virtual
reality products and hoverboards."
Black Friday is about offering great deals in stores and online.
At midnight ET on Thanksgiving Day, customers started shopping on Walmart.com and
app.Thanksgiving Day was once again one of the top online
shopping days of the year.
- Then, at 6 p.m. the retailer kicked off the company’s Black
Friday event in stores across the country. Millions of customers
went home with the items they wanted. Top sellers included
televisions, cookware, video games and systems, drones, toys and
pajamas for the whole family.
- More than 70 percent of traffic to Walmart.com during the
retailer’s Black Friday event was driven by mobile.
Posted on November 25, 2016 at 9:52AM by JJ Kinahan at Forbes he said,
"First indications from “Black Friday" sales raging around the country
this Thanksgiving sound positive, with online sales reaching $1.15
billion, MarketWatch reported. That’s up 13.6% from last year. Some of
the popular bargain items this year include tablets and toys.
Additionally, video games, TVs, and appliances rang up the discounts,
MarketWatch said. And according to the National Retail Federation,
holiday sales are expected to increase 3.6% to $655.8 billion this year,
slightly higher than the seven-year average of 3.4%."
In an article by Hayley Peterson posted November 25, 2016 at 11:55AM on
Business Insider, "Thanksgiving Day online sales totaled $1.93
billion, which is slightly lower than expected but still represents
11.5% growth over last year."
Crowds Pick Up Slightly on Black Friday as Online Sales Surge (NBC
News; Nov 26 2016, 12:01 am ET): U.S. online sales surged on Black
Friday, with Amazon.com Inc offering the steepest discounts among
e-commerce sites as it set the agenda for what has traditionally been
the biggest shopping day of the year for brick-and-mortar retailers. The
article went on to say, "Online sales on Friday hit $1.70 billion as of
3 p.m. EDT, according to Adobe Digital Index, after reaching $1.13
billion for the day on Thursday, up almost 14 percent from a year ago".
Here is another interesting tidbit provided in the NBC News article.
They said, "The deepest average discounts for Black Friday came from
leading online retailer Amazon.com Inc, with an average of 42 percent
off, compared with 33 percent off at Walmart , 35 percent at Target and
36 percent at Best Buy, according to e-commerce analytics firm Clavis
According to Elaine Low of Investor's Business Daily on 11/25/16 she
posted in an article
The Black Friday Score So Far, "Mobile shopping appears to be the
breakout star of the Thanksgiving/Black Friday sales days. Amid analyst
reports of tamer in-store foot traffic, retailers are noting big sales
via smartphones and other devices. Target's mobile sales have grown to
account for over 60% of its online sales. For Wal-Mart, mobile drove
over 70% of its online Black Friday traffic. And Adobe said
mobile-driven revenue grew 58.6% from last year to a record $449 million
on Thanksgiving Day alone.".
In an article by Phil Wahba on
Fortune posted November 25, 2016 at
12:00PM Eastern Time, he explains that Kohl's set a company record for
online sales on Thanksgiving. He stated that, "The department
store chain’s chief executive tells Fortune that Kohl’s KSS -1.30% had
set a company record for single-day online sales on Thanksgiving. The
news echoes strong results from Target TGT 0.17% , which also had
a record Thanksgiving, and Adobe data suggesting total e-commerce sales
in the U.S. topped $2 billion on Thursday. (Kohl’s is likely to break
its own record on Monday, the biggest online shopping day of the year.)"
More information may be coming soon.
Take a look back at the
2015 Black Friday Results
if you wish to compare the news reporting from last year.