Mixed results for Black Friday footfall

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According to data from Adobe Digital Insights, which tracks 80% of online spending at America's 100 largest retail websites, Cyber Monday will be even bigger than Black Friday, bringing in as much as $6 billion in digital sales.

Thanksgiving Day e-commerce sales totaled $2.87 billion, up 18.3% year-over-year (YoY).

Adobe Analytics, meanwhile, saw a 17.9% rise in the dollar value of online sales on Black Friday and Thanksgiving, to $7.9 billion.

A meager dip is good news for traditional retailers.

"Last year, sales were pulled forward by the increased November activity, and as we move into December, we're expecting to see a repeat of last year's pattern with footfall slow to build, after Black Friday has taken the stuffing out of bargain-hunters, but we're predicting a resurgence of activity in the last week before Christmas".

While Black Friday has evolved from a single day of massive sales to a whole season of them, it is still the busiest shopping day of the year.

ShopperTrak senior executive Brian Field released a statement on the debate over the decline in in-store retail shopping.

Springboard says that consumers have grown wise to the fact that discounting continues after Black Friday. The research firm had previously reported Cyber Monday sales of $3.45 billion past year but restated that figure to $5.6 billion following a change in its methodology of calculating sales. Big-box retailers Wal-Mart and Target's shares increased by less than 1 percent. But Salesforce, surveying the signs so far, claims that "when it comes to holiday shopping, shoppers now overwhelmingly choose digital".

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