Black Friday (2021) 〈Tested HANDBOOK〉

While 2020 was the year of digital dominance, 2021 saw a resurgence of in-store activity and more conservative spending behaviors.

Footfall rose significantly compared to 2020 lockdowns but remained roughly 24% to 28% below 2019 pre-pandemic levels. Black Friday (2021)

Black Friday 2021 Report: A Year of Transition Black Friday 2021 (November 26) was characterized by a unique "return to normalcy" following the 2020 pandemic surge, though it faced significant headwinds from global supply chain disruptions and shifting consumer habits. For the first time on record, online revenue on Black Friday saw a year-over-year (YoY) decrease in major markets like the US (1% drop) and the UK (14% drop). 1. Key Performance Metrics While 2020 was the year of digital dominance,

Retailers like Amazon and Boots launched deals as early as November 1 to manage logistics and prevent overcrowding. For the first time on record, online revenue

Use of BNPL services skyrocketed, with revenue in November up 422% compared to 2019.

Out-of-stock messages were 124% higher than pre-pandemic levels. Fear of shortages drove shoppers to buy earlier in the month rather than waiting for the "big day".

The "shopping holiday" evolved into a month-long event, with consumers adapting to new economic realities.