Online sales brisk in November, thanks to Black Friday

Share this content:

Online sales helped put retailers over the top during the Thanksgiving holiday weekend and the whole month of November, according to sales figures from major national chains.

Online sales were up 12% in November over the same time last year, according to tallies by MasterCard Advisors SpendingPulse, which tracks sales via credit cards, cash and check. Consumers took advantage of free shipping offers and specials on the weekend of Black Friday — the day after Thanksgiving that's the official start of the holiday shopping season – and helped the segment post its first double-digit percentage growth since July and the largest increase since May.

“It's a combination of people wanting to avoid some of the crowds that come with Black Friday, as well as the promotions that came with the free shipping,” said Mike Berry, director of industry research at MasterCard Advisors. “Why risk getting trampled if you can sit in the comfort of your own home and shop online?” He noted a number of retailers offered the same door-buster prices online that they had in the stores, and sometimes even on Thanksgiving, before the stores opened.

Apparel sales were very strong online, up 22.2 percent, its biggest growth rate for the year and the first time growth had topped 20 percent since March. Electronics, which had weak sales in stores (down 1.1%, due mainly to lower TV prices), performed much better online, rising 6%.

“We still haven't reached saturation point on that online channel,” he said.

Major retailers reported their combined in-store and online sales rose 6% in November. Online sales really helped, although the competition was stiff, said Sherif Mityas, a partner in the retail practice at consultant A.T. Kearney. Several retailers, including Victoria's Secret and J.C. Penney, reported setting sales records online on Black Friday.

“Retailers did a pretty good job in replicating the frenzy of Black Friday in their internet sites,” Mityas said. “That extra dollar from their wallet is what it's about this year.”

Loading links....

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here