How Arizona Brick-and-Mortar Retailers Can Maximize Sales this Holiday Season

Article originally posted on Phoenix Business Journal on November 15, 2019

When people think about Black Friday, long lines at shopping malls and big-box retail stores usually come to mind. Small Arizona retailers need to know how to capitalize on those shoppers, according to new research.

A year ago on Black Friday, only 69% of Arizona brick-and-mortar retailers were open, but those stores saw sales increase 61% over the average daily revenue, according to data provided to the Business Journal by Womply, a San Francisco-based business management software company that analyzes point-of-sale data.

Black Friday 2018 was the second-highest sales day of the year for all Arizona retailers. Brad Plothow, a vice president at Womply, who suggested smaller retailers lean in on that day.

“Black Friday is a big-box day, but small businesses benefit from spillover,” Plothow said. “When people are in a shopping mood, they will continue shopping and spending.”

That logic goes for Cyber Monday, the Monday after Thanksgiving usually reserved for online shopping. Plothow said there is a consumer segment tired of supporting large chains and big online retailers. Small businesses could benefit by offering sales or deals on Black Friday or Cyber Monday.

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Arizona retailers saw big increases in sales on Black Friday, Cyber Monday and the weekend before Christmas.