Retailers failing to assist with stationery supplies
Boost in November Retail Sales in North Rhine-Westphalia Due to Online Shopping and Major Sales Events
Online retail has played a significant role in enhancing the performance of November's retail sales compared to December in North Rhine-Westphalia (NRW), marking a shift in consumer purchasing patterns and retailer strategies in the region. This shift is largely attributed to major sales events such as Black Friday and Cyber Monday.
These shopping festivals, primarily observed in November, have become essential catalysts for e-commerce growth. They intensify consumer demand in November, pulling forward purchases that otherwise would happen in December, resulting in an elevated November sales peak compared to December in many retail sectors.
In NRW, online/mail-order sales grew by 14% year-over-year in 2020, contributing to a 7.7% higher November retail turnover compared to the annual average. This trend has been consistent since 2015, with November consistently ranking as the second strongest month for retail turnover. In November 2020, turnover in online retail was 28.0% above the corresponding annual average.
The gap between November's turnover and December's has been narrowing in NRW's retail sector in recent years. In 2020, price-adjusted turnover was only 4.9% lower than December's.
Black Friday, an American invention observed on the Friday after Thanksgiving Day in November, and Cyber Monday, observed by online retailers on the Monday after Black Friday, between November 26 and December 2, have become key drivers for e-commerce growth that partially shifts and even advances some traditional December holiday sales into November.
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The trend also reflects a shift in retail employment and investment focus. Brick-and-mortar stores see slight employment declines while e-commerce and associated logistics sectors expand, supported by substantial real estate investment in logistics facilities during the first half of 2025.
While traditional December sales remain crucial, the impact of Black Friday and Cyber Monday has redistributed considerable retail turnover to November, especially in NRW's digitally evolving retail landscape.
Technology has significantly contributed to the growth of online shopping in North Rhine-Westphalia, enabling major sales events like Black Friday and Cyber Monday to intensify consumer demand and increase online retail sales, leading to a higher November sales peak compared to December in many retail sectors.
Moreover, technology has facilitated the expansion of e-commerce and logistics sectors in response to the growing demand for online purchases, with substantial real estate investment in logistics facilities to support this growth.
