Just like we (and everyone else in the world) predicted, a 2020 Black Friday was nothing like years before. Black Friday spending increased year on year by 21% to $.7.4 billion, while online sales, increased by 30% (Adobe), letting consumers add to cart without leaving their house.  

Typically, Black Friday deals are a blitz with consumers sprinting to get to the sales as quickly as possible. This year, Cyber Weekend was much more of a marathon. Across all the major retailers we tracked, we saw just as many if not more sales live on Saturday as there were on Friday with deals extending all weekend.

According to data from our propriety technology platform, Commerce Intelligence, there were more than 103K Black Friday deals available over the course of Cyber Weekend. In addition to being live with deals all weekend, each retailer took the chance to pick a category to give consumers the best deals possible. 

Amazon went back to their consumer electronics roots. Same as Prime Day, Amazon’s most discounted category was their own devices offering a 35% discount. Consumers looking to grab a Kindle should have done so during Prime Day when we saw discounts around 40%. Their second category to watch was headphones at 32%

Target focused on drawing in families and the “Tar-jay” crowd. Their own private label, trendy fashion lines saw discounts of about 60%. Toys was the second most discounted category aiming to grab the attention of families with an average discount of 47% over the weekend. 

Walmart continues to be the destination for everyday low products and offered consumers the biggest discounts on household essentials with an average discount of about 46% on staples like cleaning products and kitchen accessories. 

And finally, Best Buy played to its original techy audience offering the biggest discounts on smart home, sound accessories and drones with a discount of about 30%.