Black Friday trends 2021: Billions of API calls show holiday shopping culmination rather than commencement

The 2021 holiday shopping season revealed trends in consumer behavior and commerce that are expected to persist, including a growing reliance on online shopping and mobile devices for browsing and purchasing, as well as the blurring of lines between online and in-person shopping experiences. Despite a plateauing of ecommerce sales compared to 2020, total ecommerce spending during the Black Friday weekend increased to $8.9 billion, with consumers starting their holiday shopping earlier than usual due to supply chain concerns. The growth of mobile-generated revenue and the need for consistent content experiences across customer touchpoints are driving brands to adopt a composable approach to commerce, while also forcing them to develop digital systems that communicate in-store and ecommerce data to support hybrid shopping experiences.

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