Editor’s note: This article is from Tencent News “front-line”, author: Ji Zhenyu, 36 krypton authorized reprint.As the most important annual shopping festival in the United States, “Black Friday” has changed a lot in the current era of the Internet: Consumers line up outside the mall all night waiting for the door to open, rushing in to snatch discounted goodsAnd empty scenes are becoming less and less, and people’s online shopping activities are gradually becoming the mainstream of “Black Friday.”This year’s data further reflects this trend: Salesforce’s market research data shows that US consumers spent $ 7.2 billion on the “Black Friday” day, an increase of 14% year-on-year, setting a record for online consumption on the “Black Friday” day.But this does not mean that Amazon is the only winner in this feast of consumption. Traditional retail giants such as Wal-Mart and Target are still absent.The consumption scene exhibited by this special consumption day of “Black Friday” actually reflects the overall consumption trend in the United States to a certain extent: that is, while e-commerce has become the mainstream of consumer behavior, traditional offline consumptionBut it has not been replaced by online consumption, online and offline consumer shopping will still coexist for a long time.While online consumption continues to grow this year, total shopping spending at stores has increased by 4.2% over the same period last year.Several factors determine this situation: First, shopping in malls is still considered by many Americans to be a very important part of festivals or daily family activities. Taking the “Black Friday” as an example, it is rarely seen on weekdays.The crowded people who lined up for shopping became a part of the Thanksgiving holiday activities. Many American families choose to go to a nearby mall to shop after Thanksgiving family dinner. This is also the original formation of the “Black Friday”The reason.Secondly, many discounted items do not appear on the merchant’s online shopping page. Some discounted items only appear in offline shopping malls. Third, the low efficiency of American express delivery is also one of the important reasons. During the shopping season, online shoppingOrders often take longer than usual to arrive. For many traditional retailers, such as Wal-Mart and Target, they provide consumers with a compromise solution: consumers can go to the store to pick up orders submitted online.For many consumers who ca n’t wait for delivery, they will choose to drive directly to the mall to pick it up, which is also a more cost-effective way for businesses.According to market research data from Adobe Analytics, during the “Black Friday” this year, the transaction volume of consumers placing orders online and picking up at stores increased by 43.2% compared to last year.Therefore, during the “Black Friday” and the subsequent “Online Shopping Monday”, the e-commerce power represented by Amazon is not the only winner. Traditional retail giants such as Wal-Mart, Target, and Best Buy are still not to be ignored in this national consumption feast.Important force. In the past year, Wal-Mart’s stock price has increased by 20%, Target has increased by 75%, and Best Buy has increased by 25%.From a consumer’s perspective, it’s actually very easy to understand.Although Amazon provides perhaps the best e-commerce shopping experience, the traditional retailers’ upsurge in e-commerce business over the years has also made Amazon’s shopping experience advantages less obvious. During the “Black Friday” period,Except for some unique private label products on the Amazon platform, the discounts for other products are not much different from those of other platforms, and they are not even as good as other platforms, so the final choice of consumers is not difficult to understand.No matter how the consumption patterns change, the price of goods, the convenience of shopping, and returns are still the decisive factors that determine the final consumption behavior.
“Black Friday” online spending hits record high, but Amazon is not the only winner