Black Friday, the traditional kickoff to the holiday shopping season, has come and gone, and retailers spent the weekend preparing for its online cousin, Cyber Monday.
On Black Friday, Austin-based Kendra Scott Jewelry saw sales that were split about evenly between its brick-and-mortar and online locations. Over the weekend however, the website took the lead, bringing in about 25 percent more business than the jewelry designer’s four locations.
But Kendra Scott spokesperson, Cheryl Knight, says it’s not a competition—both are working together.
"We want them to have both and for it to match up as well," Knight said. "Austin is our number one location for people purchasing online. It's really interesting, as soon as we open up our retail location, our web business in those areas increases as well."
Internet analytics firm ComScore reported that 57 million Americans spent more than $1 billion online on Black Friday instead of heading out or waiting for Cyber Monday.
"You're seeing a blending of a certain time period of when these things sort of flow onto another," Ronnie Volkening with the Texas Retailers Association said.
And as more and more stores offer holiday deals before Black Friday and keep them going through to Cyber Monday, Volkening has noticed a trend of retailers using their sites to compliment their brick-and-mortar locations and vice versa.
"You may be able to order something online and pick it up at the store, or order it online and return it to the store,” he said. “Or in the case of some operations, it’s no longer just a retail store, but it may function as a mini outlet."
The balancing act of storefront and online is becoming a fine-tuned science—down to every last gem stone.
Knight said that they plan their online presence around what works best online, such as earrings. Bigger necklaces and other statement pieces work better when a customer can hold and try them on, according the Knight.
In 2011, ComScore reported Cyber Monday sales nationwide were $1.25 billion dollars, compared to Black Friday sales of 816 million. However, in-store sales still outdo online sales during the overall holiday season.