The return of in-store shopping saw retailers needing to pivot their Black Friday strategies once again. However, online sales remained prominent. Key stats and trends included:

• Overall performance slightly weaker than 2020 Sales in Black Friday week were down by 1%, but there was still marginal growth in the three weeks before the event.
• Online shopping continued to dominate Like in 2020, the focus remained on online sales which accounted for 56% of tech and durable revenues in 2021.
• Moderate discounting softened demand Many retailers chose not to discount heavily in 2021. Just 35% of sold products were reduced by 15% or more – 6% less than in 2019.

View our infographic below to learn how consumers shopped during Black Friday 2021, how the event compared to the previous years and which categories where most in demand.