---

Black Friday 2020 Recap

Black Friday 2020 was notably distinct due to the ongoing global COVID-19 pandemic. Many retailers started offering Black Friday deals earlier than usual, stretching their sales throughout the month of November instead of concentrating deals on the Friday after Thanksgiving as per tradition. This strategy was intended to lessen in-store crowds, helping to maintain social distancing, and encourage online shopping instead.

The consumer response to Black Friday 2020 mirrored the unique circumstances of the year. Many customers opted for online shopping, leading to a surge in digital sales and an unprecedented volume of online traffic. According to Adobe Analytics, online spending on Black Friday hit a new record with consumers spending $9 billion, an increase of 21.6% compared to 2019.

For brick-and-mortar stores, the picture was very different. There was a marked decrease in physical store traffic, with initial data from Sensormatic Solutions indicating a 52.1% decline in in-store traffic on Black Friday compared to 2019. While a portion of consumers still chose to shop in person, the overall environment was more subdued with many retailers enforcing capacity limits and other COVID-19 safety measures.

In terms of popular products, electronics, home goods, and fitness equipment remained at the top of many shopping lists. The pandemic and subsequent lockdowns led many people to prioritize home entertainment and workout options, causing these items to sell out quickly.

In conclusion, Black Friday 2020 was an unprecedented event marked by a significant shift towards online shopping, reflecting the new realities of consumer behavior and the market's adjustment to the global pandemic.