Strong online sales show Black Friday was an ‘omnichannel event’

The preference for online shopping on Black Friday is becoming the “new normal,” Deloitte Retail Research Leader Lupine Skelly told. “It used to be really heavily in-store,” she said. “You kind of had to show up to get those doorbuster deals, and now it really has morphed into an omnichannel event.”
Early data from Adobe Analytics backs this up: Online spending on Black Friday jumped 7.5% year over year to $9.8 billion. This momentum carried over into the rest of the holiday weekend, with online sales rising 7.7% YoY.