The coronavirus pandemic is changing the way American consumers shop. According to the estimates of Adobe Analytics in the United States, the online trading volume of Black Friday reached a record high on the 27th, a significant increase of 22% from the same period last year.
Surge in online transaction volume
The Black Friday is the day after Thanksgiving, marking the beginning of the Christmas shopping season. With the rise of online shopping, more consumers choose to place orders online during the Black Friday, which has been exacerbated by the COVID-19 epidemic this year.
Adobe Analytics tracks online consumption and estimates that the online transaction volume of the Black Friday in the United States reached $9 billion this year, setting a record of $7.4 billion in online trading volume set by the Black Friday last year, an increase of 22% year-on-year. Hot selling online for toys, headphones and TVs.
Online transactions of large and small retailers in the United States have increased significantly this year. According to Adobe Analytics, online transactions increased by 403% compared with the October average during the Black Friday during the Black Friday, which is the largest retail chain in the United States, Wal-Mart, and Target Department Store, and small retailers rose 349%.
The analyst company predicts that the record of online transactions in the United States may be set on the 30th, with an estimated transaction volume of $10.8 billion to $12.7 billion.
According to Adobe Analytics, one of the reasons for driving up the online turnover of the Black Friday is that the epidemic has allowed people to switch offline shopping to online, such as daily necessities and alcohol.
Offline passenger flow plummets
According to the data released by Johns Hopkins University on the 27th, the number of new confirmed cases of COVID-19 in the United States exceeded 200,000 for the first time in a single day, with a total of more than 13 million confirmed cases.
Affected by the epidemic, major physical stores restricted the flow during the “Black Friday” period, limiting the on-site shopping time of customers and the scale of the open-door rush to buy. According to the data of American Capital Solutions Company, during the Black Friday-Year Plan period this year, the passenger flow of physical stores in the United States decreased by 52%, and the sales of physical stores decreased accordingly.
According to the data released by the “Future Retail” data analysis company, in the offline trading of “Black Friday”, the sales of jewelry and footwear fell the most, clothing fell by 50%, and household products fell by 39%.
Even so, Brian Field, senior director of global retail consulting business of Synerxun American Solutions, believes that the Black Friday may still be one of the largest offline shopping days in the United States this year. In his opinion, many consumers will still visit physical stores in person during the Christmas shopping season, but avoid crowded weekends, because online delivery time is usually longer and physical store discounts may be greater. Liu Xiuling (Special Feature of Xinhua News Agency)