Walmart beat Amazon on Black Friday by one important metric | Fast Company


Volumes of future marketing analysis will surely be written about this year’s unprecedented holiday shopping season, but for now we’ll have to make do with industry reports that reveal people’s pandemic-era spending habits in dribs and drabs.

The latest drib (or drab?) comes from analytics firm Sensor Tower, whose new dispatch shows a record surge in new downloads of shopping-related mobile apps. Black Friday alone saw more than 2.8 million first-time installs of shopping apps, the largest ever in a single day, according to Sensor Tower’s preliminary estimates. Year-over-year growth, the report says, was about the same as last year at 8%, but it was more substantial when you look at the entire month of November—with 59.2 million shopping app installs compared to 51.7 million for the same period last year.

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