Executive Summary

This year’s Black Friday saw retailers promoting more heavily than last year, consumers continued to migrate to online platforms at the expense of brick-and-mortar shops.

• Brands and retailers in the US hit $7.2 billion in digital revenue on Black Friday, up 14% from last year.
• The intensity of promotions was modestly higher than last year.
• Coresight Research’s store visits showed Walmart and Target enjoyed strong foot traffic, and both had a solid lineup of store-only promotions. Trends were more mixed at other retailers.
• The five brands with the most social callouts on Black Friday from across the globe were PlayStation, Nintendo, Apple, Xbox and Google.