Who won Black Friday? The retailers that started sales early! Slice Intelligence online sales data reveals that Black Friday was a weeklong event this year. While Black Friday was the biggest online shopping day of the year, sales grew more modestly than they did on the days leading up to Black Friday. This year, Black Friday sales increased seven percent, while sales the weeks leading up to Black Friday grew by 14 percent; peaking on the day before Thanksgiving.
Shoppers shifted their buying behavior as many retailers, including Target and Walmart, offered door buster deals online nearly a full week early. November 25th, the day before Thanksgiving, experienced 20 percent growth over the same day last year, followed by Thanksgiving Day, which posted 16 percent more sales versus Turkey Day 2014.
The online average order size was $42.90––which is one dollar less than their 2014 door buster spend. The retailer with the most Black Friday gains was Wayfair, whose sales were a whopping 315 percent higher than Black Friday last year. But will the momentum from the retailer’s Black Friday discounts and free shipping over $49 carry through the rest of the shopping season?
Generational shopping trends hold true, baby boomers still spend the most
While holiday spending is evenly distributed between millennials, baby boomers, and Gen X; baby boomers took the largest share, at about 33 percent; up from 31 percent of Black Friday sales last year. We observe this demographic trend throughout the year. With the exception of the Silent Generation, spending is evenly distributed across age groups.
Slice Intelligence will continue to report daily updates throughout the holiday shopping season. Come back here for the latest in online shopping trends.
about this data
With a panel of over three million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.
Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.
Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world.