Insight / Blog

Black Friday might fall flat for store-based retailers

Posted on 27th November 2019

Data from the National Retail Federation predict a decline in shopping on Black Friday and Cyber Monday, with only slight improvement on Thanksgiving day (year on year). 

Analysts identify the depth and breadth of online sales in the days and weeks leading up to Black Friday as a key reason for the drop in shopper interest and consequent flat foot traffic predictions. 

Of course, this is troubling news for retailers who generate a significant proportion of their annual revenue through the peak, with CNBC citing figures which suggest Black Friday 2018 was responsible for between 6 and 7% of quarterly sales for mall-based and big box stores.

However, it’s not a foregone conclusion that Black Friday 2019 will be a let down for retail, with eMarketer forecasting the first ever trillion dollar holiday season, a rise of 3.8% on last year, with online sales growing by 13.2% year on year.

There are also retailers who are choosing to harness a more mindful attitude to shopping that is increasingly common in consumers – for example Everlane is making a donation to clean plastic from beaches for all sales during the Black Friday period, rather than offering deep discounts. On a similar note, makeup and skincare brand Deciem is closing shops and shuttering its site on Friday to eliminate the panic and FOMO shoppers sometimes experience during Black Friday – it will instead extend its sale into December.

Related articles

5th January 2023

5 changes we predict in ecommerce delivery & returns 2023

We check last year's predictions and forecast more changes in the first and last mile for 2023.

Read more

2nd November 2022

Q4 product release highlights – flexibility, C2C and more

These are the new product features and changes we've added in the last quarter.

Read more

27th October 2022

How to change consumer behaviour: We talk to Royal Mail, CTT and Delivering London

We spoke to industry leaders about consumer behaviour, convenience and sustainability.

Read more

Sign up for our newsletter to stay on top of the latest industry trends, challenges and solutions.


You're on our global site.


Switch the country

Japan United States