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Mace & Crown | April 30, 2017

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Black Friday and Cyber Monday: A Breakdown

Black Friday and Cyber Monday: A Breakdown
Audra Reigle
Staff Writer

The day after we celebrate and tell everyone how thankful we are for the things in our lives, we rush to the stores to get the best deals on things we don’t have in our lives (but want anyway). Black Friday and Cyber Monday are perhaps the biggest shopping days in the country, but since the inception of Cyber Monday, a term coined by Shop.org in 2005, there has been the question of which day attracts the most attention by consumers.

On the weekend of Black Friday, the average of total holiday purchases by spenders was $310.86, according to the National Retail Federation’s Retail Insight Center. When that is broken down into the holiday gifts purchased over the weekend, the average of the spenders is $243.76. The totals shown here reflect purchases made by adults ages 18 and over.

In terms of what consumers purchased over the Black Friday weekend, 49.8 percent of the items purchased fell into clothing and clothing accessories category. Items in the flowers and plants category were the lowest at three percent. When it came to where the shoppers went for their deals, 50.9 percent of them went to department stores. Purchases made at thrift stores and other resale shops came in at 5.1 percent.

The percentage of adults ages 18 and over who said that one to ten percent of their purchases were driven by Black Friday sales came in at 5.3 percent. That is lower than the percentage of adults ages 18 and over who said that none of their purchases were on sale, which was seven percent of consumers. The percentage of adults who said that all of their purchases were on sale came in at 36.2 percent.

Of the 78.3 percent of adults 18 and over that said they owned smartphones, 43.7 percent of them also said that they did not intend to use their smartphones to do research or make purchases. When it comes to tablet usage, 51.5 percent of adults 18 and over said that they had a tablet, but 47.1 percent of them did not intend to use it for research or purchases.

This year’s Cyber Monday sales was the biggest in history, according to Fortune. A total of $3.45 billion was spent during Cyber Monday. Many retailers, like Walmart and Target, started their sales prior to Cyber Monday, but it didn’t seem as if that hurt sales.

The afternoon update by Adobe Digital Insights said that 65 percent of Cyber Monday purchases were done on a desktop while 25 percent of them were done on a smartphone. Tablets made up 10 percent of the purchases made. While Sony’s PlayStation 4 was one of the most popular products, game consoles have seen an increase in prices since Black Friday. Other popular items were the recently released Pokemon Sun and Moon, Samsung’s 4k TVs and the iPad Air 2.

Compared to last year, consumers spent less money on Black Friday. The average total of holiday purchases dropped $8.78 from last year’s total of $319.64. Cyber Monday saw a 12.1 percent increase in sales from 2015, according to USA Today. Tamara Gaffney, Adobe’s principal analyst, said that it was “incredible that Black Friday inched so close to Cyber Monday this year, generating only $110 million less in online sales.”