Black Friday has come and gone and it would appear that many people headed back to stores to mark the occasion. According to Mastercard SpendingPulse which tracks all types of payments including cash and credit cards, retail sales surged by 29.8% through mid-afternoon.
The Mall of America said that shoppers were up from last year, but a bit shy of 2019 numbers. (Arbel & D'Innocenzio, 2021)
Considering many people were frightened enough by outages and shipping issues to shop early this year (61% according to the National Retail Federation), those numbers are very impressive.
The question of course is why - when many people consider shopping online to be faster, cheaper and easier.
Some shoppers were looking for hard to find items that they had been unable to buy online. While another said: "I'm tired of not going out." (Nassauer, 2021)
There must be other reasons, mostly emotional as we have learned.
So, why do you think shoppers are going back to brick and mortar stores this holiday season? Have you? Why or why not?
Arbel, T. & D'Innocenzio, A. (2021, November 26) Retail sales surged this Black Friday, though the day's impact is diluted. npr.org. Retrieved November 30, 2021, from https://www.npr.org/2021/11/26/1059427267/retail-sales-surged-this-black-friday-though-the-days-impact-is-diluted
Nassauer, S. (2021, November 29) Black Friday Bought Shoppers Back to Stores. wsj.com. Retrieved November 30, 2021, from https://www.wsj.com/articles/black-friday-brought-shoppers-back-to-stores-11638111602
10 comments:
There are both advantages and disadvantages of either online shopping or in-store shopping, the one that fits the individual is the best shopping method. I prefer to shop online rather than in-store, and the main reason is not to waste much time, especially on the commute. Even though online shopping can be time-consuming too because, as the professor mentioned in class, there are too many online choices, while there are only several options in stores.
Another reason why I shop online is to avoid people. I am personally not keen on too much human interaction. In addition, some store clerks might not be happy with their job and life, so their energy and attitude are pretty negative. Shopping online alone at home is much more relaxing.
However, I believe more and more customers are back to in-store shopping is because they can use their "five-sense" to select the product, while there are only pictures or videos in online shopping. And the return policy has always been less strict when it comes to in-store shopping. The pandemic shaped consumers' shopping behaviors differently, but since the situation is getting better, more and more shoppers will switch back to pre-pandemic shopping habits.
What's more, more younger consumers successfully adopt online shopping, making this shopping method a future trend. As Gen Zers never lived without the internet, 42% of Gen Z shoppers said they use a digital grocery list (Acosta, 2018). And consumers aged 25-34 are leading the way in using smartphones to take care of their online shopping needs (Gaille, 2014). However, although online shopping will keep booming, I believe malls and stores will innovate and not allow the in-store shopping market to disappear.
References:
Acosta, 2018: https://progressivegrocer.com/research-shows-how-demographics-influence-shopping-habits#:~:text=%20Research%20Shows%20How%20Demographics%20Influence%20Shopping%20Habits,%28Ages%2072%29.%20Silent%20shoppers%20spend%20an...%20More%20
Gaille, 2014: https://brandongaille.com/44-demographics-of-online-shoppers/#:~:text=The%20same%20is%20true%20when%20online%20shopping%20is,does%20this%20mean%20for%20the%20average%20online%20retailer%3F
Shoppers are going back to brick and mortar stores this year partly because many brands have started their online Black Friday sales early this year. Due to the supply-chain issues, shoppers started their holiday shopping earlier this year too. Therefore, shoppers might feel they already know what the online offers are and want to check out the in-store offers.
Going shopping in brick-and-mortar stores can also be a fun activity to do, probably better than browsing websites on your laptop and sitting at home. It might provide better bonding opportunities with your family or friends if you go shopping together.
I believe that for many shoppers, going back to brick and mortar was a very emotional reaction to the last 18 months we've had of being shut in due to COVID. I believe that there was a mix of people who were either nervous that they wouldn't get some of their items due to the frenzy caused by supply chain issues or there were those who just wanted to experience some normalcy. They wanted to go back to the pre-COVID times of in-person shopping and going out to shop on Black Friday is a great way to feed that emotional connection to how they used to live their lives. I also think there is a contingent of people who just prefer in-person whether it be that they aren't computer savy, would rather touch/feel/try-in their items or many who would rather pay in cash.
In the past, I have gone out to stores on Black Friday. This year I did not. From what I've seen and heard about the deals, there isn't much value to going out on Black Friday. The sales start way before and continue after. You can get great deals online or even after Christmas. For me the novelty has worn off and it's just not worth it.
Janae
I think shoppers are going back to brick and mortar stores this holiday season for the holiday experience. Most stores decorate and much of the holidays have been commercialized. People enjoy being surrounded by the “holiday cheer” and visuals, scents, and sounds of the “most wonderful time of the year.” There is also the thrill of finding something at the store that is unexpected and would be the “perfect gift” for someone on the list. Additionally, being able to see or touch something in real life is more satisfying than seeing it via online. Add the current supply chain issues, if it’s in the store and in your hands, you don’t have to worry about getting that email apologizing for the delay and not getting it in time, or eventually, at all.
I have been out to stores because sometimes you just don’t know what to buy and it’s easier to just wander around in a store than scrolling or Googling different websites. And if it’s something I am not all that familiar with, I want to be able to examine it – I don’t want to receive it and be disappointed in the quality and then have to either return it and/or look for something new. I’ve also had the experience where they kept sending me the incorrect items multiple times, and/or the package was lost and never received. (But I do enjoy the convenience of online shopping.)
My real-life example of choosing to go into a store over online: For work, I had to get an unwrapped toy for our Toy Drive. My choices were to order online (most likely utilizing Amazon Prime shipping) or run to a store, like Target. I didn’t know what I wanted to get, and being in Target and looking at all the different toys they were offering and being able to pick them up and feel them, allowed me to make a choice rather quickly and I felt really good about the toy I choose. (And I got the immediate thrill of bringing it home.)
I think the “I’m tired of not going out” sentiment is the main reason shoppers are returning to brick and mortar stores this holiday season. If people were just trying to shop cheaply, conveniently, and with the greatest selection, then online would be the place to be. But the fact that the pseudo-holiday of Black Friday even exists is its own kind of proof that consumers see shopping as an enjoyable activity in and of itself.
I’m reminded of something that I heard during the coverage of the Macy’s Thanksgiving Day Parade last week: when the Santa float finally came down the street the announcer remarked “Here comes Santa, welcoming in the shopping season.” Not the “holiday” season, but rather the “shopping” season. Now granted, Macy’s is sponsoring a parade because they want people to shop at their stores, but I think the commentator's remark speaks to the power of in person shopping as something enjoyable -- and something that consumers are anxious to return to.
I certainly have enjoyed getting to shop in person again. Even when it comes to groceries (which I bought cheaply and conveniently online during the pandemic) I’ve almost exclusively returned to shopping at the supermarket; mostly just because I like to do it.
-Harrison Beck
Shoppers are returning for all sorts of reasons but the reason behind the spike in shoppers from last year to this year could be attributed to the vaccinated. An article by The Financial theorized the shoppers are retuning to stores due to increasing optimism among the vaccinated and flexible workers. According to their statistics 61% of vaccinated consumers express optimism about the future, compared to 43% of unvaccinated consumers. More people are getting vaccinated and thus becoming more hopeful to enter back into the world and shop for products to use as they integrate back into society.
In addition, the pandemic allowed many people to take work home, virtually, or in a hybrid way. These work from homers are 68% more optimistic than their away from home counter parts. They also have more flexible time to go shopping and enjoy other purchased activities those stuck to a job location cannot.
https://finchannel.com/shoppers-return-to-stores-as-optimism-increases-among-vaccinated-and-flexible-workers/
- Sydney Parks
In my opinion, people were eager to go back to the stores because of the pandemic. I feel like we are all still very careful and do not spend time at indoor stores unless we really need to. And this was a nice opportunity to get back and explore stores. Also, cities are starting to look very pretty with all the Christmas lights so shopping and experiencing the beginning of Christmas atmosphere feels nice. At least of what I saw, many people we shopping as a whole family and were having fun.
Since I come from Czech Republic where we do not have Amazon (we have something different but not with so many choices od products), I've been enjoying online shopping very much for the whole year. For Black Friday though, I chose to go in stores. I already missed trying the clothes on and actually touch the products and was able to see more than the online shopping was offering. Also, big advantage of in store shopping is not having difficulties with returning products.
The pandemic has been rough on all of us and large part of this has to do with affect of social isolation during this time. With the lack of social interactions, many individuals were left vulnerable to poor mental health. Yet, society now is trying to return back to normal in an attempt to gain back what they have lost to Covid. Holiday shopping is on way of doing this. Prior to this recent holiday season , about 36 percent of people said that they missed browsing retail stores, while 30 percent said they looked forward to returning to shopping in malls in a survey orchestrated my the NPD Group when asked what they missed most in 2020. ([https://www.nytimes.com/2021/11/26/business/holiday-shopping-stores.html](https://www.nytimes.com/2021/11/26/business/holiday-shopping-stores.html)). Despite the lingering harm of Covid, shoppers are heading back to brick and mortar stores because they are reclaiming the joy they felt prior to Covid 19. I experienced this myself. Before Covid, Black Friday was one of my favorite times of the year as an avid shopper. However, I hated shopping on Black Friday in New York City. The malls and brick and mortar store were always too crowded and items in my size were always the first to run out. So when my family started going Pennsylvania to shop on Black Friday, this was very beneficial to me. We did this for several years up until the pandemic. Yet this past year, my family spent Thanksgiving in New York. When suggesting to my family the still go Black Friday shopping, they still had concerns about covid and chose to opt out. So instead, I convinced some of my friends in the city to go with me. The experience was freshening. I enjoyed myself even more than in the past because the customer engagement with the stores that I visited was more than I have ever experienced. Every customer and company is searching to return to normal. Yet, there was an opportunity for store now to create a new one in response to the pandemic and I was able to experience a glimpse of it.
I think people are going back to brick and mortar stores this holiday season because they haven’t been to them for too long. With the pandemic, people have to stay home and shop online, it wasn’t like their choice. I believe for some people, they do not only typically have to shop at the store but they enjoy the benefit of trying on and picking out stuff they like from the store. It’s almost like they would like to have OPTIONS and the freedom to choose from shopping at both brick and motor and online. For me, I would prefer to shop online as the mall doesn’t have what I am looking for usually haha except picking out some gifts for my friends on Christmas.
In terms of Black Friday shopping or shopping in general, there are various factors as to how the shifts of online shopping and 'in-person' varies from different times. During the pandemic, there are limitations to going to your favorite malls or retailers to shop your favorite items. The solution to this problem of not shopping would be towards online shopping. Yet, it can be said that plenty of consumers miss the old fashioned brick and mortar stores to shop and at this moment in time where it is more possible to do so, people would definitely take advantage of it. It is like reliving a fond memory of your past that may have been taken for granted. Personally, I do enjoy both types of shopping and there's certainly perks of each type. But, I particularly like shopping in malls and boutiques and coming out with bags of clothes or shoes. Especially during the Christmas season or Black Friday, there's a type of thrill and enjoyment I have when shopping in-person rather than online. Additionally, because there are so many options online, it makes me rather confused with all the variety they have.
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