I don’t mean the spread of our waistlines during the holiday. I am talking about the extended spread of the traditional events ‘Black Friday’ and ‘Cyber Monday’ to blur beyond the original meaning of the holiday sales. Big Ticket retailers, like automobile and furniture, have grabbed the terms to make them last nearly from November 1 to December 10. Traditional retailers have also extended these events to try to capture more holiday market share. This all means that the events mean less to consumers who already can stay at home and shop.
The extension of these events and other factors show that the holiday retail landscape has changed but many retailer tactics haven’t. Mobile is a significant segment of consumer spending. The online sales are a positive since they happen no matter what the weather conditions are. Social conversations are now an important part of consumers shopping habits. "We’re living in a digital era where consumers are gathering intel from a range of sources," Shelley Bransten, SVP for Salesforce, told Marketing Dive.
Black Friday now seems to be Black November. Retail Dive reports that this year mobile accounted for 34% of online sales on Black Friday, and 57% on Thanksgiving. The sales due to online sales lasted through the weekend resulting in an 18% increase overall.
Cyber Monday is now Cyber Week & Beyond. This year, mobile accounted for 49% of shopping visits, resulting in 28% of online sales. Adobe analysis of social buzz shows Cyber Monday had the most positive social sentiment of all the Cyber Week shopping days, with 56% relating to joy or admiration, compared to 40% for Black Friday.
The ‘traditional’ retail landscape change continues: from marketing methods to sale events. The retailers that will survive are already adjusting ideas, plans and staff quickly to survive in 2016 and beyond.