„Black Friday“ & „Cyberweek“: Imagine a More Events Oriented E-Commerce Industry

According to Adobe, Thanksgiving and Black Friday exceeded $5 billion in online sales, with mobile accounting for $1.2 billion. „Cyber Monday” set a new US e-commerce record as well:

Online shoppers spent about $3.45 billion online on Cyber Monday, setting a record for the largest day in U.S. e-commerce history, according to Adobe. The record marks a 12 percent increase over the same day last year, with smartphones accounting for more than one out of every five sales.
More important is how e-commerce now changes how the public view the „black friday” event. It slowly but surely is morphing from an additional „Cyber Monday” into a „Cyberweek” of deals.

Marketingland:

There was mixed data on in-store traffic and sales, with some sources reporting an initial decline vs. last year and others reporting small in-store gains. However, on a percentage basis, online shopping growth far outpaced store traffic.

While retail analysts and the media focus on the distinctions between online and offline shopping and the particulars and trends associated with specific shopping days — Thanksgiving vs. Black Friday vs. the horribly named Cyber Monday — consumers just focus on bargains and convenience. Individual shopping days have given way to “Cyberweek” deals, some of which started before Thanksgiving and continue this week. Many “Cyber Monday” promotions began yesterday.

Consumers are becoming much more agnostic about where they buy. Yet a huge percentage of online shopping is generated from the sites and apps of traditional retailers. This is one of the underreported stories of e-commerce today. As one example, Macys website was overloaded with traffic and unavailable multiple times on Black Friday.

Imagine what a more events oriented e-commerce industry could build. Especially on mobile.

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