Study: Amazon wins big over Black Friday weekend

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Study: Amazon wins big over Black Friday weekend

By Dan Berthiaume - 12/02/2020

Amazon has found another omnichannel retail battleground to dominate.

According to new omnichannel share data for fast-moving consumer goods (FMCG) Black Friday weekend across brick and mortar and online outlets from consumer insights platform Numerator, Amazon was the clear winner. The e-tail giant captured almost one in every dollars (19%) spent during the holiday weekend. Walmart (14%) was the only other retailer to approach Amazon’s omnichannel share, followed by Target (5%) and Costco (3%).

Amazon, whose share of omnichannel Black Friday weekend sales was entirely based on its e-commerce revenue, was even more dominant when compared to other retailers’ online performance. had a 4% share of omnichannel sales, followed by (3%) and (2%).

Walmart’s brick-and-mortar share of omnichannel Black Friday weekend sales came in first at 9.5%, followed by Target (3%), Costco (2.6%), and Home Depot (2.4%).

Other interesting statistics uncovered by Numerator analysis include:

•    Online accounted for almost 40% of Black Friday weekend sales nationally, with millennials spending nearly half their dollars online, especially on retailer e-commerce sites.

•    Nearly 30% of total Walmart sales were online, highest among millennial and Gen X households.

•    Non-Amazon e-commerce share growth outstripped that of Amazon among millennial and Gen Z households.

•    Low-income households earning less than $40,000 annually allocated more spend than other groups to physical stores, with 70% staying in brick-and-mortar.

•    Walmart won low-income households earning less than $40,000 annually, across both physical and online. However, Walmart is also declining the most in share among these shoppers.

•    Amazon captured twice the share of total Walmart (the next-largest retailer) among high-income households earning more than $80,000 annually. These households also drove overall online growth.

Numerator share is based on share of consumer spend as reported in its million-person share measurement tracking system.