Cyber ​​Monday sales in the US to drop due to lack of products and smaller offers

US retailers expect online sales to generate as much as $11.3 billion (about R$63.4 billion) on Cyber ​​Monday, down from the same period in 2020, due to lower price discounts and limited options in the supply of products due to the crisis in the global logistics chain.

Retailers have also spread offers for more weeks this year to protect profit margins in the face of rising costs in the supply chain and to better manage their inventories amid problems of shortages ahead of the holiday shopping season.

These attempts have reduced sales from the traditional and biggest shopping days of the year. Adobe Analytics data over the weekend showed that online spending during Black Friday dropped for the first time, reversing growth in recent years.

Spending in the United States on Cyber ​​Monday is expected to be between $10.2 billion and $11.3 billion, according to initial Adobe estimates.

The estimate translates into virtually stable growth compared to $10.8 billion (about R$60 billion) last year, and an almost 15% jump from 2019 levels.

The excitement on social media has also been waning. “Cyber ​​Monday is still hugely relevant, particularly in the digital world, but the buzz has been the least in recent history,” said Rob Garf, general manager of retail at Salesforce.

According to him, in the week before Cyber ​​Monday in the United States, discounts were, on average, 8% lower than last year.

The holiday shopping season begins at the same time that the Ômicron variant has unleashed a wave of uncertainty about the reopening of the economy. Experts say, however, that it is too early to predict the impact on consumption.

“There will be no more presents under the tree this year. US shopping performance in November is stable and consumers are buying 1% less items per transaction,” said Salesforce’s Garf.