E-commerce flexed on Black Friday, while stores and malls wooed shoppers looking for an in-person experience as 2023’s holiday selling season kicked off this weekend.
Sales data for Black Friday varied depending on the source, but most drew the same conclusion: sales were up from a year ago and online was a big winner.
The Mastercard SpendingPulse, which measures all spending types in various markets throughout the U.S., reported overall retail sales on Friday up 2.5 percent from last year.
Driving the rise was an 8.5 percent gain in e-commerce sales. Retailers were aggressive in the lead up to Black Friday with online deals that extended through the weekend and into Cyber Monday. Additionally, the first-ever NFL Black Friday Jets versus Dolphins game streamed on Prime Video Friday, touting deals and shoppable QR codes during commercial breaks.
Physical stores still drove a 1.1 percent increase in sales from last year, according to Mastercard.
Many of those flocking for in-store experiences in Southern California during the weekend weren’t necessarily on the hunt for deals. Families were out at Westfield Century City and in downtown Los Angeles on Saturday and Sunday. Meanwhile, a visit with Santa Claus drew a line and restaurants generated crowds at The Grove.
The Holiday Market pop-up shops at Westfield Century City. PHOTO BY VERNON PROPER. Westfield Century City’s The Holiday Market pop-up. PHOTO BY VERNON PROPER. The Grove. PHOTO BY VERNON PROPER The Alo Yoga and Coach storefronts at The Grove. PHOTO BY VERNON PROPER. Nordstrom’s shoe department at The Grove was busy Saturday morning. PHOTO BY VERNON PROPER. The Grove. PHOTO BY VERNON PROPER. Black Friday promotions at the Asos Nordstrom store at The Grove. PHOTO BY VERNON PROPER. Esprit at The Grove offered 30 percent off storewide for Black Friday weekend. PHOTO BY VERNON PROPER. Visitors at Two Rodeo in Beverly Hills. PHOTO BY VERNON PROPER. A line outside Goyard on Rodeo Drive in Beverly Hills Sunday afternoon. PHOTO BY VERNON PROPER. Rodeo Drive in Beverly Hills. PHOTO BY VERNON PROPER. Sunday evening at the Fig at 7th shopping center in downtown Los Angeles. PHOTO BY VERNON PROPER. Visitors at Fig at 7th in downtown Los Angeles. The center has retailers such as Nordstrom Rack, Target, Zara and H&M. PHOTO BY VERNON PROPER. H&M at Fig at 7th. The retailer offered 30 percent off in stores and online throughout the weekend. PHOTO BY VERNON PROPER.
“Consumers are navigating the holiday season well and taking advantage of holiday promotions, giving them ample choice as they hunt for gifts for everyone on their list,” said Mastercard Senior Advisor and former Saks Inc. CEO and Chair Steve Sadove in a statement released Saturday.
Sadove also pointed out consumers continue to leverage websites and apps to locate the best deals.
Los Angeles was among the top selling cities on Black Friday, along with New York and London, in an assessment from Shopify on how businesses on its platform fared.
Shopify reported $4.1 billion in sales on Black Friday from its merchants, which was based on gross merchandise value. The average cart price on Black Friday was $110.08, which excludes the impact of exchange rates. Clothing, personal care products and jewelry were popular among Shopify businesses.
As of Sunday evening on the West Coast, Shopify reported headwear sales up 12 percent, baby and toddler clothing rose 8 percent and vests jumped 50 percent. Lagging categories included games down 25 percent, linens and bedding declined 25 percent and gloves and mittens off 33 percent.
Washington D.C.-based industry trade group the National Retail Federation said earlier this month holiday spending, from November through December, is expected to rise 3 percent to 4 percent from last year to $957.3 billion to $966.6 billion. Results of how retailers fared during the Thanksgiving weekend selling period is expected to be announced by NRF on Tuesday.
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