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Black Friday reports show a drop in online sales, as in-store traffic rebounds from last year but fails to reach pre-pandemic levels

Black Friday reports show a drop in online sales, as in-store traffic rebounds from last year but fails to reach pre-pandemic levels
Black Friday shoppers at a mall in Toronto, Canada, on Nov. 26, 2021.Zou Zheng/Xinhua via Getty Images


Online sales reached $8.9 billion on Black Friday, slightly below 2020 levels, according to data from Adobe Analytics.




Meanwhile, physical store traffic rose significantly from last year, but was still well below pre-pandemic levels.A 




According to analysts, the mixed performance points to shifting consumer trends like buying earlier, particularly amid the supply chain crisis.A 


Another Black Friday has come to a close, and early reports show a mixed performance for the annual shopping holiday.A While the impact of the coronavirus pandemic dampened 2020 sales, this year's Black Friday faced a number of unique hurdles of its own, including a national labor shortage, widespread supply chain constraints, and the emergence of a new COVID-19 variant.Though retailers made some gains a?? including in areas like in-store traffic and mobile sales a?? data shows the industry is still struggling to return to pre-pandemic levels. The findings also indicate a shift in consumer spending patterns, such as starting shopping earlier in the season and taking advantage of newer services like buy-now-pay-later.A "Consumers have been shopping strategically this season: Buying early and taking advantage of deals retailers have been promoting since late October," Adobe Digital Insights Director Taylor Schreiner said in a statement on Friday. "Black Friday still remains a major online shopping day, but the surge in online shopping is coming from the less marketed days of the season."
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