Cisco Blogs

Black Friday and Cyber Monday – Early Results Show Promise but it is a Omnichannel Marathon

November 28, 2011 - 1 Comment

Thanksgiving holiday came and went with Black Friday breaking records from last year. 

The highlights of the numbers that have been quoted in the press today are:

  • Sales increased 6.6% over the same day last year, representing $11.4 billion in retail purchases and biggest amount ever spent during the day. 
  • Retail foot-traffic increased by 5.1% over 2010  Source:  Shoppertrak

Looking beyond the headline numbers, here are  some other interesting data points:

  • Black Friday has been stretched with pre-promotions and longer shopping hours.  Retail sales were up over 3.5% the week of November 12th and 18th
  • Data from ShopperTrak indicated that consumers are visiting fewer stores per trip (being more efficient due to time crunch) with average of 3.1 stores down from 3.19 last year.  Shoppers are also doing more research on purchases before the trip.

Another report from ComScore shows  that Black Friday extended online before  Cyber Monday. web page, number one most visited web site on Black Friday promotions
Source: ComScore

  • $12.7 billion has been spent so far online to date this holiday season with $816 million in Online sales on Black Friday
  • Thanksgiving Day online sales increased 18% to $479 million (perhaps after dinner  shopping instead of watching Thanskgiving football?)
  • Top five online retail properties (excluding auction sites) are Amazon, Walmart, Best Buy, Target and Apple with Amazon having 50% more visitors than any other retailer

What does this mean for retailers?  Here are some thoughts:

  • While the initial Black Friday numbers are promising, a lot of the numbers are driven by promotions and door buster sales.  Since 20% of the sales for some retailers are done inthe holiday season, this is a marathon, not a sprint.
  • Omni channel is here to stay.  Consumers are researching online and shopping across channels (web, store, phone, mobile). 
  • Omni channel is not a zero sum game, increase in e-commerce does not necessarily decrease store sales, and longer store promotion for Black Friday does not necessarily cut into e-commerce sales.  Well executed omni channel strategy by retailers increases wallet share of the consumer.

Want to learn more about OmniChannel? Check out the upcoming Big Idea session “Catch ’em and Keep ’em. Satisfying Today’s Shoppers” on January 17th at National Retail Federation Conference, New York

For more information on Cisco at National Retail Federation 2012, please visit

In an effort to keep conversations fresh, Cisco Blogs closes comments after 60 days. Please visit the Cisco Blogs hub page for the latest content.


  1. Results from IBM Coremetrics are in for Cyber Monday

    Online sales were up 33.0 percent over 2010, with consumers pushing the average order value up from $193.24 to $198.26 for an increase of 2.6 percent.
    Mobile sales and traffic increased on Cyber Monday, with 10.8 percent of people used a mobile device to visit a retailer’s site, up from 3.9 percent in 2010. Additionally, mobile sales grew dramatically, reaching 6.6 percent on Cyber Monday versus 2.3 percent in 2010.