Though it wasn’t the blockbuster of years past when shoppers stampeded for doorbusters, this past weekend saw decent sales gains online and in stores.
’s business, while services increasingly being offered — such as extended deadlines for receiving packages in time for Christmas; buy now, pay later, and buy online, pick up in store — also helped.
The Black Friday shopping scene at CBL Properties’ Hamilton Place mall in Chattanooga, Tennessee. Courtesy Photo Throughout the weekend, Yalof added, “Our shoppers were in high spirits and carrying an average of three to four shopping bags. Our brand partners reported that despite long lines and crowds, customers were ready and willing to wait in order to find great deals. The extended dwell time is also building bigger baskets, and ultimately more sales per shopper visit.”
Black Friday shopping on Fifth Avenue by Bergdorf Goodman in New York City. Photo by Masato Onoda/WWD.In 2021, holiday sales soared 13 percent. But with tough comparisons, and despite the positive Black Friday weekend, the overall 2022 holiday sales outlook remains at mid-to-high single-digit gains. And when factoring in inflation, real gains are seen ranging from slightly negative to a point or two ahead for this season.
Prior to the holiday, he said Brooks Brothers stores had actually been outperforming digital, but over the weekend, online “kicked in,” thanks in part to a 40-percent-off promotion for Thanksgiving Day, when the stores were closed. On Black Friday, the promotions dropped to 30 percent, but sales continued strong.
“This is the most confused menswear consumer I’ve seen in my career,” Giddon said. “They know they have holes in their wardrobe but they’re not sure what to buy. That’s where service is so important.” On Small Business Saturday, Leap’s stores saw higher traffic than Black Friday, though the conversion rate was lower, suggesting customers were reacting to Black Friday incentives.
“This Black Friday, retailers offered promotions across channels leading to strong year-over-year growth online and in-store,” Steve Sadove, senior adviser for Mastercard and former CEO and chairman of Saks Inc., said in a statement. “Apparel, electronics and restaurants were strong performing sectors as consumers turned holiday shopping into a full-day experience.”
That observation on purchasing was backed up by brick-and-mortar store data from RetailNext, which found that while Black Friday traffic increased 7 percent from a year ago, spending per consumer, or shopper yield, fell 6.8 percent. Urban Outfitters attracted its young shoppers on Black Friday with big savings. Photo by Masato Onoda/WWD.Jane Hali & Associates, a retail analyst and consulting firm, has been tracking Black Friday/holiday deals since October. “In November, many brands/retailers already had higher promotions early in the month compared to last year. The week of Thanksgiving many started their Black Friday Preview, which did not change much the day of Black Friday.
The brand’s Hampshire pant in red tartan, Black Watch and silver rose to the top five most-sold items. Customers were also looking for Talbots’ most popular cable crew sweaters, flannel shirts and corduroy five-pocket pants. The top categories were sweaters, pants, woven tops and jackets.
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