instant gratification

As more consumers stay home, retailers hone their Black Friday online strategies

The holiday shopping rush will begin next week in earnest and, as they do every year, retailers are hoping that the most important season will be good to them.

While online channels have grown increasingly important in recent years, historically, the name of the game for retailers has been to get as many people lining up outside of stores at insane hours in anticipation of deals that await them when the doors open. 

But times are changing. According to the National Retail Federation (NRF), fewer holiday bargain hunters will venture out on Black Friday and subsequent weekend. All told, the NRF expects 147m Americans to leave their homes for the mall next week, down from 152m in 2012.

The need for online speed in America

Americans need instant gratification more than ever if you look at their online habits. 

Google found that slowing search results by just 4/10ths of a second would reduce the number of searches by eight million a day and one in four people abandon a web page that takes more than four seconds to load.

This need for speed is not only affecting how we consume the web or buy online, but it’s reaching into what we eat, how we date and even how long we can stand being in line.