블랙 프라이데이 쇼핑 - 온라인 및 오프라인 매출 증가(2023.11.26)

2023.11.26

 

제목: 블랙 프라이데이 쇼핑 - 온라인 및 오프라인 매출 증가

올해 블랙 프라이데이 쇼핑에 참여하려는 소비자들은 벽돌과 몰탈로 된 상점을 서성거리거나 가상 카트 사이를 전환하며 열렬했습니다.

 

Mastercard의 SpendingPulse 인사이트에 따르면 물가 인플레이션을 조정하지 않은 상태에서도 옷, 보석 및 레스토랑 분야에서 상당한 증가가 있었으며, 오프라인 매출은 조금 넘는 1% 증가하고, 전자상거래는 8.5% 증가했습니다.

그러나 상점의 쇼핑객 트래픽을 추적하는 Sensormatic Solutions는 블랙 프라이데이의 방문자가 2022년보다 4.6% 증가했다고 발견했습니다. 이 회사는 매장 방문이 올해 평균 2.4% 감소했던 것을 뒤집은 것이라고 밝혔습니다.

"Sensormatic의 소매 컨설팅 및 분석 책임자인 그랜트 구스타프슨은 "증가를 예상했지만 오프라인 쇼핑객 트래픽은 우리의 기대를 뛰어넘었습니다. 소비자들은 다시 오프 라인 쇼핑을 즐기며 이를 가족과 함께하는 경험으로 보고 있습니다. 이는 소매업자들이 여정을 간소화하고 만족스러운 경험을 제공하기 위해 한 노력의 증명입니다."라고 발표했습니다.

미국 온라인 쇼핑을 추적하는 Adobe Analytics는 텔레비전, 스마트 시계 및 오디오 장비와 같은 전자제품에 대한 수요 급증으로 2022년 대비 7.5% 증가한 블랙 프라이데이 매출으로 기록을 세웠습니다.

대부분의 소비자들이 모바일에서 브라우징하고 구매를 했는데, 모바일 구매가 매출의 53억 달러를 차지했습니다. Adobe는 이번 연휴 시즌에는 스마트폰으로 한 구매가 처음으로 데스크탑보다 많아질 것으로 예상하고 있습니다.

온라인 쇼핑객들은 또한 "지금 사고 나중에 지불하기"(BNPL)라고 불리는 할부 결제 방식을 적극적으로 활용했습니다. 이 방식은 온라인 카트 총액을 일반적으로 몇 주 간격으로 4회로 나누어 소비자가 지불하는 할부 방식입니다. 일부 BNPL 대출업체는 이자나 연체료를 부과하기도 하지만, 큰 구매나 큰 소비 날에는 이러한 소액 대출이 연말 예산을 확보하는 데 도움이 될 수 있습니다. 지난 주에는 Adobe가 발견한 바로는 지난 주에 비해 72% 더 많은 쇼핑객들이 BNPL 계획을 사용했습니다.

전자상거래 플랫폼인 Shopify도 전 세계적으로 40억 달러 이상의 기록적인 매출을 발표했으며, 이는 지난해보다 22% 

증가한 수치입니다. 이 회사에 따르면 미국 소비자들의 평균 카트 가격은 124달러이며, 가장 많이 팔린 카테고리는 

개인용품, 의류 및 주방 용품이었습니다.

크리스마스를 앞두고 연말 선물 구매가 본격화되면서, 분석가들은 다음 몇 주간 소매업자들에게 바쁜 시간이 예상된다고 합니다. Adobe는 사이버 먼데이가 올해의 가장 큰 소매 이벤트가 되어 기록적인 120억 달러의 매출을 올릴 것으로 예상하며, 지난해보다 6% 이상 증가할 것으로 전망합니다.

 

Sensormatic는 시즌 중 가장 붐비는 오프라인 쇼핑 날 중 8일이 12월에 있을 것으로 예측하고 있으며, 이는 블랙 프라이데이 주말과 결합하여 올해 연휴 기간 전체의 40%의 매장 방문자 트래픽을 차지할 것으로 예상됩니다.

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Energized shoppers break one-day holiday sales record (yahoo.com)

 

Whether they jostled through brick-and-mortar stores or toggled between tabs and virtual carts, holiday shoppers were eager to participate in Black Friday this year.

 

Both in-store and online retail sales increased year-over-year unadjusted for inflation, according to Mastercard’s SpendingPulse insights, which noted that apparel, jewelry and restaurant categories saw considerable spikes. In-store sales jumped a little more than 1%, while e-commerce led the charge with an increase of 8.5%.

 

However, Sensormatic Solutions, which tracks shopper traffic at brick-and-mortar stores, found that visits on Black Friday were up 4.6% from 2022. This is a turnaround for retailers, the company said, as foot traffic has been down an average of 2.4% this year.

 

“Though we anticipated an increase, in-store shopper traffic outperformed our expectations,” Grant Gustafson, head of retail consulting and analytics at Sensormatic, said in a statement. “Consumers are again finding joy in brick-and-mortar shopping, seeing it as an experience to be shared with loved ones. It’s a testament to the hard work retailers have done to streamline journeys and deliver satisfying experiences.”

 

Adobe Analytics, which tracks US online shopping, reported a record $9.8 billion in Black Friday sales, up 7.5% from 2022, driven by surging demand for electronics such as televisions, smart watches and audio equipment.

Most shoppers did their browsing and buying on their phones, with mobile purchases accounting for $5.3 billion in sales. Adobe expects that purchases made through smartphones this holiday season will overtake those made by desktops for the first time.

 

Online shoppers also made considerable use of “buy now, pay later” (BNPL), installment payment plans that allow consumers to split their online cart total into four payments typically due several weeks apart. While some BNPL lenders charge interest or late fees, for major purchases or big spending days, these mini-loans can help stretch holiday budgets. Last week, 72% more shoppers used BNPL plans compared with the week before, Adobe found.

 

E-commerce platform Shopify also reported record sales totaling more than $4 billion worldwide, 22% higher than last year. According to the company, the average cart price for US consumers was $124, and the top-selling categories included personal care, clothing and kitchenware.

 

As holiday shopping ramps up ahead of Christmas, analysts predict a busy time for retailers over the next few weeks. Adobe forecasts that Cyber Monday will be the biggest retail event of the year, driving a record $12 billion in sales, more than 6% higher than last year.

 

Sensormatic predicts that eight of the season’s busiest in-person shopping days will be in December and, combined with Black Friday weekend, they are expected to account for 40% of all holiday foot traffic this year.

 

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