Report: Amazon Wins Black Friday

Numerator has shared Thanksgiving weekend shopping data that shows Amazon has a market leader for 2020.
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License Global

December 3, 2020


Numerator has 

released data

 showing Amazon for the first time had the highest share of spend over the Black Friday shopping weekend, which covers Thursday through Sunday. 

The data reflects all retailer banners across fast moving consumer goods channels, e-commerce, apparel and specialty stores.

Key findings include:

  • 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; 

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

      • was up 1.9 percentage points of total spend versus 2019;

        • Other online sites such as, and 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 where Gen X drove a share increase of 1.5 points. 

                  "Traditional market share measurement hasn't kept pace with technology, leaving it trapped in a brick & mortar view,” says Eric Becher, chief executive officer, Numerator. “This is the first time brands and retailers can see market share across all the stores - not just tracked brick & mortar outlets - as well as by the people who buy products, not just the stores that sell them.”

                  The Numerator share of spend data is based on consumer spend as reported in its million person share measurement tracking system. Black Friday and Cyber Weekend share of spend and share change data are available by retailer, generation, ethnicity and income through Numerator's Cyber Weekend insights

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