Report: Amazon Wins Black Friday

Online sales made gains for Black Friday moving from  a 24 percent share of spend in 2019 to 38 percent share of spend in 2020; 

Amazon.com moved up 7.4 percentage points to 19 percent of total spend in 2020 (versus 11.7 percent in 2019;

BestBuy.com was up 1.9 percentage points of total spend versus 2019;

Other online sites such as Walmart.com, Target.com and Costco.com show modest increases versus a year ago (up 0.7, 0.3 and 0.2 percentage points respectively)

Brick and mortar stores dropped to 62 percent of Black Friday weekend spend from 75 percent in 2019; 

Millennials topped online buying at 47 percent of spend – and had the highest generational percent of online spend at all leading dotcoms, except Amazon;

Gen X made the biggest shift to online with the online share of spend increasing by 15.7 points to 41 percent of spend; and

Millennials also drove the largest increases in online spend share at ecommerce sites, except at Walmart.com where Gen X drove a share increase of 1.5 points.