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Shopify reveal Black Friday & Cyber Monday 2021 trends

By Lauren Fruncillo November 25, 2021 - 11:00 am

Shopify have revealed the trends for this years Black Friday & Cyber Monday. The Insights show a boost in shoppers’ interest and desire for hybrid shopping amidst online-driven season, and shoppers voting with their wallets to support independent businesses.

BFCM participation is on the rise
Shopping interest in Black Friday & Cyber Monday remains high, and intention to participate has climbed in many countries since 2020. 67% of U.S. consumers say they’re planning to shop during BFCM this year (similar to last year), while higher interest was shown among shoppers in Italy (up from 84% to 86%), Germany (up from 61% to 65%) and Canada (up from 50% to 61%) when compared to 2020.

BFCM is a season, not just a weekend
As of early October, over a quarter of U.S. BFCM shoppers (27%) surveyed said they had already started looking for deals, with similar results in Canada (25%), Germany (23%), UK (22%), and New Zealand (22%).

Consumers want options
Plans to shop both online and in-store are up 11% from 2020 in the U.S., with 59% of shoppers saying they intend to take a hybrid approach this year. In Italy, 59% of shoppers said they plan to shop both ways (up 10% from 2020), along with 50% of shoppers in Canada (up 5% from 2020), 47% in Germany (up 9% from 2020), and 43% of shoppers in Australia (up 6% from 2020).

BFCM social commerce led by younger shoppers
The rise of social commerce will influence holiday shopping this year across popular platforms like TikTok, Facebook, Instagram, and others. Discovery plays a key role as consumers look for product recommendations and seamless experiences. The survey showed that younger BFCM shoppers (ages 18-34) are more likely to purchase an item directly from social media this year when compared to those ages 35+.

Support for independent businesses holds strong
Over half of BFCM shoppers surveyed in the U.S. plan to spend about the same as last year (59%) on independently owned businesses, similar to shoppers in Spain (57%), Netherlands (55%), Canada (53%), and Japan (53%). Around a quarter of shoppers in Australia (25%) and New Zealand (29%) reported plans to spend more than last year.

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