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Sarah Halzack

Cyber Monday Is Now Every Day

The pandemic prompted retailers to spread their deals out over a longer stretch this year. The strategy is working.

Here’s one 2020 trend retailers should hope sticks around.

Here’s one 2020 trend retailers should hope sticks around.

Photographer: Michael Nagle/Bloomberg

There are many things retailers would like to forget about 2020. The new rhythm of the holiday shopping season shouldn’t be one of them.

Cyber Monday accounted for $10.8 billion in online spending this year, according to Adobe Analytics, once again making the day the annual climax for online shopping during a busy stretch that begins on Thanksgiving. However, that figure, a 15% increase from last year, wasn’t as big as Adobe’s initial projection of $12.7 billion. It was a similar picture on Black Friday: Online spending soared 22% from a year ago to $9 billion, but sales were shy of an earlier estimate. Adobe forecasts online sales will surge 30% over the holidays, meaning these marquee deal days  — though still crucial for retailers — won’t notch the same degree of growth as the season overall.