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Retailers brace for December lull after Black Friday, Cyber Monday craziness

By
Lisa Fickenscher
Published Nov. 27, 2017, 10:07 p.m. ET

The shopping hangover officially starts on Tuesday.

With Black Friday and Cyber Monday squarely in the rearview mirror, shoppers will catch their breath over these next two weeks during the “December lull,” according to industry experts.

“If you are used to stores offering 50 percent off and they are only pushing 30 percent discounts,” not that much shopping is going to happen in early December, said Craig Johnson, president of Customer Growth Partners, a retail consulting firm.

Despite the hype, the five-day period from Thanksgiving to Cyber Monday accounts for just 15 percent of holiday spending, according to Customer Growth Partners.

And while Black Friday gets more media attention than any other day during the Christmas retail season, it is only the third biggest shopping day, the group said.

The last two Saturdays before Christmas are bigger shopping events, it said — accounting for a combined 11 percent of holiday spending.

By all accounts, more consumers shopped and spent more from Thanksgiving to Saturday, with 53 percent saying they shelled out more or much more than last year, according to a Gordon Haskett consumer survey of 1,000 shoppers.

In addition:

  • Online spending rose by nearly 17 percent on Black Friday to a record $5.03 billion, according to Adobe Digital Index.
  • Cyber Monday is expected to reach $6.6 billion in sales — the largest online shopping day in history, according to ADI.
  • The number of shoppers walking into brick-and-mortar stores declined by 1.6 percent, according to ShopperTrak data.

Shoppers counting on fire sales, however, during the final weeks of the frenzy may be disappointed, say analysts.

The 40 to 50 percent discounts over the Black Friday weekend may be as deep as it gets this season.

Retailers say they have entered the crucial fourth quarter with less excess merchandise than they had this time last year — allowing them to limit discounts.