Black Friday online sales dip: context matters

Date : 28 November 2021

Stewart Samuel

Director of Retail Futures

Data from Adobe Analytics reveals that online sales on Black Friday fell marginally this year to $8.9bn, compared to $9bn in 2020. We look at what’s behind this dip. Strong performance compared to 2019 This year’s sales performance has to be put into context. Last year’s sales was a record…

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