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.

Doddle is the leading first and last-mile technology platform for the world's biggest and best logistics businesses.

Book a call

Related articles

15th May 2023

Real-life or fantasy: a realistic look at achievable automation in the last mile

The future isn’t all drones and robots. We take a realistic look at automation in the last mile, and what the next few years could bring.

Read more

12th April 2023

3 Highlights from Leaders in Logistics 2023

How to innovate, sustainability standardisation and the challenge for posts in a parcel-first world – these are the key themes from Leaders in Logistics 2023.

Read more

22nd March 2023

Regulation is coming for European ecommerce logistics

European postal operators and carriers need a plan to deal with increasing last-mile regulation.

Read more

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

Wrong value for the component.
Wrong value for the component.Wrong value for the component.Wrong value for the component.
This field is for validation purposes and should be left unchanged.