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"Shop ‘Til You Drop" Could Take on New Meaning in Online Black Friday Sales

Karthik Suresh
Catchpoint

The holidays are almost upon us, and retailers are preparing well in advance for the onslaught of online consumers during this compressed period. The Friday following Thanksgiving Day has become the busiest shopping day of the year, and online shopping has never been more robust. But with supply chain disruptions limiting merchandise availability, customer experience will make the difference between clicking the purchase button or typing a competitor's web address.


Opening much earlier than usual and extending their evening hours, it was a common expectation for retailers and their sales staff to face crowds of waiting customers excitedly pressing against tempered glass doors. Once they opened the doors and stepped back, a sea of humanity would sprint down the aisles, eagerly searching for the best deals. To ease the madness and congestion of Black Friday events, retailers have started their sales weeks earlier. With increased consumer demands and an upward spending trend, retailers are cautiously projecting a banner year for holiday sales. The climate seems ripe for consumers to cast off the restrictive woes of the long pandemic and spend.

Plenty of Cash to Spend

The shock of the pandemic left over 40 million Americans unemployed and created an economic downturn that hadn't been seen since the Great Recession. Job loss and scores of retail business closures put a major dent in consumer spending.

Now the American economy is once again on the upswing, with jobs coming back and people ready to spend their accumulated savings. According to the U.S. Bureau of Economic Analysis, there was a sharp increase in savings as a percentage of disposable personal income, from 7.2% in December 2019 to a record 33.7% in April 2020. From March to April of 2020, the savings rate nearly quadrupled.

Black Friday is business-critical for retailers, with 30% of retail sales occurring between Black Friday and Christmas. Online Black Friday spending in 2020 reached $9 billion, growing by 22%, and $14 billion for the entire Black Friday weekend. Overall, the 5-day Black Friday to Cyber Monday period brought in $34 billion, accounting for 18% of total online sales for the year.

In Online Retail, "Shop 'til You Drop" Leads to Lost Revenue

Consumers have become weary with the effort involved in a trip to a physical store. Filling the car with gas, waiting at traffic lights, slowing down on congested roads and freeways, finding parking, and wading through crowded aisles can seem tedious and time-wasting in this digital age. During the most restrictive phase of the pandemic stay-at-home orders, consumers turned to their digital devices for everything from groceries and basic essentials, to clothing, home furnishings and more. With this astronomical increase, a new era of digital commerce has commenced. However, online shopping has its own challenges.

When we physically enter a store, there are customer service representatives present who may or may not enhance our shopping experience. Shopping online, the app or web interface is the service representative. Consumers click, swipe and tap on their smartphones, tablets and laptops to find, select and purchase. When retailer's apps and websites cause friction, are unavailable or too slow, shoppers will drop the connection and move on to a competitor. Their journey across cyberspace has many potential hazards and impediments that go unnoticed until customers experience slow connections, web pages that won't open, and websites with virtual front doors temporarily closed.

When consumers shop online, they travel from their last-mile local ISP, and crisscross a vast web of interconnected long-haul carriers with peering relationships that might not be friendly for some. They're handed off to any number of content delivery networks and DNS providers until they finally reach the retailer's website. But their digital journey doesn't stop there. Behind the scenes and under virtual covers, consumer browsers and apps interact with the retailer's backend servers, network equipment, databases, data analytics, and third-party services.

Web and mobile apps are one piece of a complex and highly distributed technology ecosystem that must deliver a quality user experience. Managing this technology ecosystem takes time, resources, multi-domain expertise and money. Ensuring the user's experience is positive requires end-to-end endpoint and network monitoring.

Monitoring the User Experience Pays Dividends

A key technology and service that helps ensure a quality online experience is monitoring endpoints and network traffic. Having visibility to see where performance or availability issues are, allows them to be resolved quickly before impacting users. If you recently experienced a 404 – Page not found response from Google while accessing your favorite retail site, then please know that it was due to Google Cloud outage. Sites using Google Cloud Platform were impacted due to an issue with Google load balancer.

Protecting and optimizing the user experience is necessary for success. In today's digital economy, online retailers have the extraordinary advantage of acquiring buyers from anywhere around the world, just with a couple of clicks. This makes it all the more important to have geographically distributed monitoring that can scale and support consumers wherever they are. The bar for the user experience has been set, and user demands are high. Meeting user expectations requires supporting device and network diversity. It necessitates proactive detecting, identifying and validating user and application reachability, availability, performance and reliability across an increasingly complex digital delivery chain.

Retailers have traditionally monitored CPU utilization, errors, and latency to correlate the consumer's experience with infrastructure performance. Today, they also monitor multiple user experience metrics with KPIs, including Google's core web vital metrics, like Largest Contentful Paint, Cumulative Layout Shift and First Input Delay.

Online Commerce has Forever Changed

As technology continues to evolve, retailers recognize that web and mobile apps can dramatically increase sales, while creating more personalized and dynamic customer experiences. Smart retailers take advantage of technology to accelerate their business growth, and improve their agility and competitive differentiation. Far from being a short-lived blip in how consumers purchase, the pandemic has forever changed the way consumers shop, and how businesses run their operations and manage supply chains.

Black Friday online sales are sure to steadily grow, and retailers will need to continue to adjust processes to meet the rising consumer numbers and needs. Undoubtedly, the success of this shopping model will lead to expansion, from the day after Thanksgiving, to five days between Black Friday and end-of-the month Cyber Monday. Perhaps one day it will simply be called Black November.

Karthik Suresh is Manager, Professional Services, at Catchpoint

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"Shop ‘Til You Drop" Could Take on New Meaning in Online Black Friday Sales

Karthik Suresh
Catchpoint

The holidays are almost upon us, and retailers are preparing well in advance for the onslaught of online consumers during this compressed period. The Friday following Thanksgiving Day has become the busiest shopping day of the year, and online shopping has never been more robust. But with supply chain disruptions limiting merchandise availability, customer experience will make the difference between clicking the purchase button or typing a competitor's web address.


Opening much earlier than usual and extending their evening hours, it was a common expectation for retailers and their sales staff to face crowds of waiting customers excitedly pressing against tempered glass doors. Once they opened the doors and stepped back, a sea of humanity would sprint down the aisles, eagerly searching for the best deals. To ease the madness and congestion of Black Friday events, retailers have started their sales weeks earlier. With increased consumer demands and an upward spending trend, retailers are cautiously projecting a banner year for holiday sales. The climate seems ripe for consumers to cast off the restrictive woes of the long pandemic and spend.

Plenty of Cash to Spend

The shock of the pandemic left over 40 million Americans unemployed and created an economic downturn that hadn't been seen since the Great Recession. Job loss and scores of retail business closures put a major dent in consumer spending.

Now the American economy is once again on the upswing, with jobs coming back and people ready to spend their accumulated savings. According to the U.S. Bureau of Economic Analysis, there was a sharp increase in savings as a percentage of disposable personal income, from 7.2% in December 2019 to a record 33.7% in April 2020. From March to April of 2020, the savings rate nearly quadrupled.

Black Friday is business-critical for retailers, with 30% of retail sales occurring between Black Friday and Christmas. Online Black Friday spending in 2020 reached $9 billion, growing by 22%, and $14 billion for the entire Black Friday weekend. Overall, the 5-day Black Friday to Cyber Monday period brought in $34 billion, accounting for 18% of total online sales for the year.

In Online Retail, "Shop 'til You Drop" Leads to Lost Revenue

Consumers have become weary with the effort involved in a trip to a physical store. Filling the car with gas, waiting at traffic lights, slowing down on congested roads and freeways, finding parking, and wading through crowded aisles can seem tedious and time-wasting in this digital age. During the most restrictive phase of the pandemic stay-at-home orders, consumers turned to their digital devices for everything from groceries and basic essentials, to clothing, home furnishings and more. With this astronomical increase, a new era of digital commerce has commenced. However, online shopping has its own challenges.

When we physically enter a store, there are customer service representatives present who may or may not enhance our shopping experience. Shopping online, the app or web interface is the service representative. Consumers click, swipe and tap on their smartphones, tablets and laptops to find, select and purchase. When retailer's apps and websites cause friction, are unavailable or too slow, shoppers will drop the connection and move on to a competitor. Their journey across cyberspace has many potential hazards and impediments that go unnoticed until customers experience slow connections, web pages that won't open, and websites with virtual front doors temporarily closed.

When consumers shop online, they travel from their last-mile local ISP, and crisscross a vast web of interconnected long-haul carriers with peering relationships that might not be friendly for some. They're handed off to any number of content delivery networks and DNS providers until they finally reach the retailer's website. But their digital journey doesn't stop there. Behind the scenes and under virtual covers, consumer browsers and apps interact with the retailer's backend servers, network equipment, databases, data analytics, and third-party services.

Web and mobile apps are one piece of a complex and highly distributed technology ecosystem that must deliver a quality user experience. Managing this technology ecosystem takes time, resources, multi-domain expertise and money. Ensuring the user's experience is positive requires end-to-end endpoint and network monitoring.

Monitoring the User Experience Pays Dividends

A key technology and service that helps ensure a quality online experience is monitoring endpoints and network traffic. Having visibility to see where performance or availability issues are, allows them to be resolved quickly before impacting users. If you recently experienced a 404 – Page not found response from Google while accessing your favorite retail site, then please know that it was due to Google Cloud outage. Sites using Google Cloud Platform were impacted due to an issue with Google load balancer.

Protecting and optimizing the user experience is necessary for success. In today's digital economy, online retailers have the extraordinary advantage of acquiring buyers from anywhere around the world, just with a couple of clicks. This makes it all the more important to have geographically distributed monitoring that can scale and support consumers wherever they are. The bar for the user experience has been set, and user demands are high. Meeting user expectations requires supporting device and network diversity. It necessitates proactive detecting, identifying and validating user and application reachability, availability, performance and reliability across an increasingly complex digital delivery chain.

Retailers have traditionally monitored CPU utilization, errors, and latency to correlate the consumer's experience with infrastructure performance. Today, they also monitor multiple user experience metrics with KPIs, including Google's core web vital metrics, like Largest Contentful Paint, Cumulative Layout Shift and First Input Delay.

Online Commerce has Forever Changed

As technology continues to evolve, retailers recognize that web and mobile apps can dramatically increase sales, while creating more personalized and dynamic customer experiences. Smart retailers take advantage of technology to accelerate their business growth, and improve their agility and competitive differentiation. Far from being a short-lived blip in how consumers purchase, the pandemic has forever changed the way consumers shop, and how businesses run their operations and manage supply chains.

Black Friday online sales are sure to steadily grow, and retailers will need to continue to adjust processes to meet the rising consumer numbers and needs. Undoubtedly, the success of this shopping model will lead to expansion, from the day after Thanksgiving, to five days between Black Friday and end-of-the month Cyber Monday. Perhaps one day it will simply be called Black November.

Karthik Suresh is Manager, Professional Services, at Catchpoint

Hot Topics

The Latest

AI is the catalyst for significant investment in data teams as enterprises require higher-quality data to power their AI applications, according to the State of Analytics Engineering Report from dbt Labs ...

Misaligned architecture can lead to business consequences, with 93% of respondents reporting negative outcomes such as service disruptions, high operational costs and security challenges ...

A Gartner analyst recently suggested that GenAI tools could create 25% time savings for network operational teams. Where might these time savings come from? How are GenAI tools helping NetOps teams today, and what other tasks might they take on in the future as models continue improving? In general, these savings come from automating or streamlining manual NetOps tasks ...

IT and line-of-business teams are increasingly aligned in their efforts to close the data gap and drive greater collaboration to alleviate IT bottlenecks and offload growing demands on IT teams, according to The 2025 Automation Benchmark Report: Insights from IT Leaders on Enterprise Automation & the Future of AI-Driven Businesses from Jitterbit ...

A large majority (86%) of data management and AI decision makers cite protecting data privacy as a top concern, with 76% of respondents citing ROI on data privacy and AI initiatives across their organization, according to a new Harris Poll from Collibra ...

According to Gartner, Inc. the following six trends will shape the future of cloud over the next four years, ultimately resulting in new ways of working that are digital in nature and transformative in impact ...

2020 was the equivalent of a wedding with a top-shelf open bar. As businesses scrambled to adjust to remote work, digital transformation accelerated at breakneck speed. New software categories emerged overnight. Tech stacks ballooned with all sorts of SaaS apps solving ALL the problems — often with little oversight or long-term integration planning, and yes frequently a lot of duplicated functionality ... But now the music's faded. The lights are on. Everyone from the CIO to the CFO is checking the bill. Welcome to the Great SaaS Hangover ...

Regardless of OpenShift being a scalable and flexible software, it can be a pain to monitor since complete visibility into the underlying operations is not guaranteed ... To effectively monitor an OpenShift environment, IT administrators should focus on these five key elements and their associated metrics ...

An overwhelming majority of IT leaders (95%) believe the upcoming wave of AI-powered digital transformation is set to be the most impactful and intensive seen thus far, according to The Science of Productivity: AI, Adoption, And Employee Experience, a new report from Nexthink ...

Overall outage frequency and the general level of reported severity continue to decline, according to the Outage Analysis 2025 from Uptime Institute. However, cyber security incidents are on the rise and often have severe, lasting impacts ...