5 Major Retailers Recorded a Significant Spike on Black Friday...

November 29, 2021

Cyber Monday is still underway, but LikeFolio has an early peek at Holiday Shopping leaders and trends. Here is what popped in our data over the last weekend:
Cyber Week is now Cyber Month YoY comparisons for traditional Holiday Shopping dates like Black Friday and the following Saturday, Sunday show YoY tempering. But this is likely because consumers started shopping earlier, and are spreading out purchases. According to Adobe, online Black Friday sales fell on a YoY basis ($8.8 billion vs. $9 billion in 2020). But sales for the entire month of November thus far (Nov. 1 - 28) increased +13.6% YoY.
5 Retailers Had a Really Nice Black Friday LikeFolio utilizes an internal volume checker to identify large influxes of consumer mentions. This detector signaled for these retailers specifically on Black Friday:

Qualitative analysis confirms consumers were snatching up gifts like the GoPro 10makeup palettes from Ulta, Christmas decorations from Home Depot, clothing items from Kohl's, and collectible Squishmallows from Five Below.
Buy-Now-Pay-Later (BNPL) Platforms are Still Providing Value to Consumers Consumer mentions of utilizing a Buy-Now-Pay-Later service are on pace for the highest quarter on record, currently pacing +25% YoY.

Platforms Affirm and Afterpay (under acquisition by $SQ) show the most significant YoY traction with consumers, with mention volumes registering +138% YoY and +92% YoY respectively. However, all brands in the BNPL segment show YoY improvement, including Sezzle and Klarna.
Fast-Fashion is Hot this Year “Fast fashion” is a product of consumer preference for affordable, trend-worthy clothing…right now. These designs are produced to reduce the time for high-fashion styles debuted on the catwalk to reach consumer closets. Consumers shopping with these names are typically doing so online. Major players in this space are featured on the scatter chart below:

We've got an eye on all of these trends and companies as consumers wrap up Holiday Shopping this season. Stay tuned as additional winners and losers emerge.

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