Black Friday shoppers were eager to participate in the holiday shopping event, whether they were shopping in physical stores or online. Both in-store and online retail sales increased compared to the previous year, with apparel, jewelry, and restaurant categories experiencing significant spikes. In-store sales saw a slight increase of just over 1%, while e-commerce saw a larger increase of 8.5%. Despite the rise of online shopping, brick-and-mortar stores saw a 4.6% increase in foot traffic on Black Friday, which is a positive turnaround compared to the rest of the year. Retailers have worked hard to improve the shopping experience, and consumers are finding joy in physical shopping once again. Online shopping also saw a record-breaking $9.8 billion in sales on Black Friday, driven by high demand for electronics. Mobile purchases accounted for a large portion of sales, and Adobe Analytics predicts that smartphone purchases will surpass desktop purchases for the first time this holiday season. Many online shoppers also took advantage of "buy now, pay later" installment payment plans to manage their holiday budgets. E-commerce platform Shopify also reported record sales, and analysts predict a busy holiday shopping season leading up to Christmas. Cyber Monday is expected to be the biggest retail event of the year, driving $12 billion in sales. Sensormatic predicts that eight of the busiest in-person shopping days will be in December, along with Black Friday weekend, accounting for 40% of holiday foot traffic.
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