Black Friday, Cyber Monday Retailer Roundup

Online holiday shopping is growing at a slower pace than in previous years as consumer spending is down, although the online shopping continues to reach new heights, according to recent research from Adobe Analytics.

This year’s Prime Day event in October served as a warning sign to retailers and brands as to how Black Friday and Cyber Monday would shape up, and many retailers' holiday savings events seemed to take heed of consumers current spending behaviors/plans.

Retailers such as Walmart, Target and Kohl's pushed their sales events earlier this year as a way to get shoppers to buy ahead of the Black Friday weekend rush. Many Black Friday sales continued through Saturday, Nov. 26 — also Small Business Saturday, which encourages shoppers to buy from small businesses in their area.

By the Numbers

Consumers spent $5.29 billion on Thanksgiving Day, a 2.9% increase over last year, according to Adobe, which also projected Cyber Monday would grow 5.1% over last year with $11.2 billion in sales. Additionally, Adobe predicted that Cyber Five (the days from Thanksgiving through Cyber Monday) would generate $34.8 billion in online spending and represent 16.3% of the November to December holiday season, with computers and furniture having the largest discounts on Monday.

Beyond dedicated hubs grouping Black Friday and Cyber Monday deals and categories online, here’s a roundup of how some retailers and brands moved up their online sales and discounts earlier than usual this year.

Walmart

Walmart’s Black Friday sale began on Nov. 21 at 7 p.m. ET, with early access for Walmart+ members kicking off slightly earlier. In-store deals started on Nov. 25. Cyber Monday commenced on the retailer’s website and mobile app for everyone on Nov. 27, and were to run through the next day, but the retailer unexpectedly extended its deals through Nov. 30.

• Walmart promoted a special offer for Goodyear and Cooper tires as part of its Deals for Days sale. A dedicated carousel ad on Walmart’s Black Friday hub touted $20 off per tire, plus installation and balance (a $128 value).

Amazon

Amazon was one of the earliest retailers to debut its Black Friday and Cyber Monday sales, with most deals running Nov. 24-28 and Nov. 26-28, respectively. The three-day deal comprised discounts across categories and surprise limited-time deals, rotating frequently.

• Cult-favorite Korean beauty brand COSRX offered a slew of Black Friday deals on Amazon this year, including up to 70% off select products and 39% off its popular snail mucin repairing essence.

Target

Target also debuted its Black Friday deals earlier than usual as they ran Nov. 20-26 online and in stores with up to 50% off new and trending items. The retailer also rolled out fresh deals on Thanksgiving. It continued its savings from Nov. 27-28 with a two-day Cyber event spanning a slew of deals on more items exclusively on Target.com and the Target app.

• For Black Friday, Target offered "a buy one, get one 50% off" deal on toy brands including Target-exclusive FAO Schwarz, Barbie, Marvel and Our Generation. It also offered up to 40% off Lego products. The retailer also touted $50 off and a $50 gift card with the purchase of an Xbox Series S console (priced at $299.99) via online support and a front-page feature in its Nov. 20 Black Friday circular.

Kohl’s

Kohl’s began its "Cyber Kickoff event" on Nov. 26-28 with deals on hundreds of gift items, Kohl’s cash earnings, loyalty member discounts, free shipping on online orders and a 20% discount on purchases. The sale also kicked off a month of Kohl's Cash earnings opportunities. Additionally, Kohl’s Black Friday sale this year still targeted the in-store, early-bird shoppers with a scratch-off card including discounts available to the first 200 people who entered a store that day.

• Kohl’s also ran a sweepstakes this year dubbed “TGIBF” (i.e., thank goodness it’s Black Friday) awarding a trip to a Legoland resort (valued at $5,000) as well as a slew of prizes in the form of product and brand discounts. Shoppers could enter by being one of the first 200 shoppers in-store on Black Friday to receive game pieces that can be entered on KohlsTGIBF.com. A mailer and digital activity supported the sweeps.