When you think of Black Friday, you might think of getting trampled at Walmart trying to snag a half-price TV or the latest toy phenom for your kids. (“Baby Yoda purchase, you must.”) This year is a bit different though—COVID-19 has upended the economy and new social distancing measures have changed the in-person shopping experience.
Some experts say the writing is already on the wall: Black Friday, the most important shopping day of the year, is either dying or already dead. Nobody wants a crowd of people rushing around their store in 2020, and small businesses already feeling the pinch from months of lower sales volumes aren’t gonna be able to offer the same level of discounts.
Online shopping though? That’s a completely different story.
This Black Friday will be the largest yet for e-commerce. Mark my words.— Patrick Campbell (@Patticus) September 2, 2020
For ecommerce and DTC brands, Black Friday and Cyber Monday 2020 are poised to be bigger and more competitive than ever before. Not only have online shopping sales doubled during the pandemic, research from Google shows that 69% of holiday shoppers will be doing more shopping online this year. Plus, a whopping 77% of people say they will be browsing for more gift ideas on the internet instead of in-store. Turns out, folks are happy to stay home in their turkey stretch pants and see what’s available, rather than line up outside in the freezing cold at 5 AM and hope they get a doorbuster deal.