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Black Friday 2018 Recap

Black Friday in 2018 continued its trend as a major shopping event, seeing robust sales and consumer activity across both brick-and-mortar stores and online platforms. The day after Thanksgiving, falling on November 23rd in 2018, is known as Black Friday, signaling the unofficial start of the holiday shopping season. This tradition has its roots in the United States, but has since expanded globally, becoming a significant event in numerous countries around the world.

In 2018, Black Friday experienced a major shift towards online shopping. According to data from Adobe Analytics, online sales reached a record-breaking $6.22 billion, which marked a 23.6% increase from the previous year. This was partly due to the growing comfort and trust consumers had in online shopping platforms and the convenience they offer.

Among the biggest winners in 2018 were big retailers with a strong online presence. Companies like Amazon, Walmart, and Best Buy saw significant increases in their sales figures. The most popular items that consumers purchased included electronics such as televisions, laptops, and smartphones, alongside other categories like clothing and toys.

An interesting trend during Black Friday 2018 was the rise of mobile shopping. Consumers were not only browsing deals on their smartphones, but also making purchases. Adobe reported that for the first time, over $2 billion in sales came from smartphones, reflecting the changing habits of consumers and the importance of mobile-friendly shopping experiences.

While Black Friday 2018 saw continued growth in online and mobile shopping, brick-and-mortar stores still held their own. Many retailers utilized strategies like exclusive in-store deals and doorbusters to draw crowds. The experience of holiday shopping in physical stores remained an integral part of the season for many consumers, highlighting the ongoing relevance of in-person retail even in an increasingly digital marketplace.