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Holiday 2019: US Black Friday Sees Companies Promote More Heavily, Shoppers Continue to Migrate Online

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.

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