The December Barcode: Black Friday & Cyber Monday spending habits in North America
Image credit: Sensibill
The Barcode Report delivers the world’s deepest and most relevant insights on everyday consumer spending. We break down spend data into digestible and actionable facts, highlighting key trends that go beyond what you’d learn from simple card statements. We leverage item-level receipt data accumulated from millions of users across our network of banks, credit unions, and technology partners. The Barcode dives beneath the surface of “how much was spent and where” and provides a true look at what consumers and small businesses are spending their money on.
For December, we focused the Barcode Report on consumer spending trends related to Black Friday in the United States and Canada.
🇺🇸 In the U.S., it was a slower Black Friday than previous years 🐌
Black Friday is probably every shopping enthusiast’s favorite time of the year. Overall, compared to 2020, consumer spending during Black Friday this year dropped by 62% in the US. However, In the past 2 years, consumer spending has increased 4-5 times more than consumer spending on any other normal November day. In 2021, consumer spending on Black Friday alone was 2X consumer spending on any other November day.
Image credit: Sensibill Data Lab
🇺🇸 Air Fryers & vacuums were popular Black Friday purchases in the U.S.
When we looked at SKU level data, we found that household appliances were a popular purchase category on Black Friday. Consumer spending in this category increased by 346% when compared to any other normal day in November 2021. Consumer spending in this category continues into Saturday and Sunday, where the increase in consumer spending is at 137% and 246%, respectively, when compared to any other day in November. 26% of the total consumer spend in this category on Black Friday was made up of air fryer purchases.
Image credit: Sensibill Data Lab
🇺🇸 Consumers in the U.S. prefer to Black Friday shop the day after
Of the users who shopped on Black Friday, 100% of them returned on all days through to Cyber Monday to make purchases. This is in contrast to consumers who did not shop on Black Friday but did shop on other days of the weekend. Of these users, 38% of them shopped on Saturday after Black Friday, while 35% of them shopped on Sunday after Black Friday, but did not return for Cyber Monday.
🇺🇸 U.S. consumers are shopping Black Friday deals at midnight
Shopping at the comfort of our homes is making midnight shopping on Black Friday even more appealing than before. Of the consumers who shopped on Black Friday, 12% of them purchased items at midnight and 12% of them purchased items at 2 pm on Black Friday.
🇨🇦 Consumers starting Black Friday shopping earlier in Canada
The Black Friday excitement in Canada starts a day early. Overall, compared to 2020, consumer spending during Black Friday increased by 3% in Canada. In the past 2 years, consumer spending a day before Black Friday increased 2-3 times more than consumer spending on any other normal November day; while on the day of Black Friday consumer spending further doubled. In 2021, consumer spending on Black Friday alone was 6X consumer spending on any other November day.
Image credit: Sensibill Data Lab
🇨🇦 Kitchenware & vacuums were popular purchases in Canada🍴
When we looked at SKU level data, we found that household appliances and consumer electronics were a popular purchase category on Black Friday and Cyber Monday. Consumer spend in these categories increased by 139% and 113% respectively, when compared to any other normal day in November 2021. Consumer spending in these categories continues into Saturday and Sunday.
50% of the total consumer spend on household appliances on Black Friday was made up of kitchenware purchases, while 83% of the total consumer spend in the same category on Cyber Monday was made up of vacuum purchases. With the holiday season knocking on the door, cleaning and cooking are on everyone’s agenda.
Image credit: Sensibill Data Lab
🇨🇦 Canadian consumers prefer to shop Black Friday deals the day after
Of the users who shopped on Black Friday, 100% of them returned on all days through to Cyber Monday to make purchases. This is in contrast to consumers who did not shop on Black Friday, but did shop on other days of the weekend. Of these users, 51% of them shopped on Saturday after Black Friday only, while 30% of them shopped on Sunday after Black Friday only, but did not return for Cyber Monday.
🇨🇦 Consumers in Canada are shopping Black Friday deals at midnight
Shopping at the comfort of our homes is making midnight shopping on Black Friday even more appealing than before. Of the consumers who shopped on Black Friday, 12% of them purchased items at midnight and 12% of them purchased items at 2 pm on Black Friday.
P.S. Subscribe here to get the Sensibill Barcode Report to your inbox every month ✅