美国“黑色星期五”网购飙升

Online sales jumped by more than 20 per cent in the US on Black Friday as ecommerce continued to grow much faster than overall retail sales at the traditional start of the Christmas shopping season.

美国“黑色星期五的网络零售额同比猛增逾20%。在传统的圣诞购物季开始之际，电子商务的增长速度继续超过总体零售额的增速。

Internet sales were up by 20.7 per cent from a year ago on Friday and up 17.4 per cent on the previous day, Thanksgiving. But although more people took to the internet they spent less individually than in 2011, according to IBM research.

上周五网络零售额同比增长20.7%，前一天感恩节则增长了17.4%。IBM研究显示，尽管更多的人转战互联网购物，但人均支出低于2011年。

Shopping on mobile devices soared with purchases made on Apple iPads accounting for 10 per cent of all online transactions, according to IBM research.

IBM研究显示，使用移动设备购物的交易量飙升，苹果(Apple)iPad占全部在线交易的10%。

After the Thanksgiving weekend, US retailers typically offer a blizzard of online discounts on Cyber Monday, but its relevance has been diluted by the decision of many to start unveiling deals last week. Amazon began last Monday.

感恩节一周过后，美国零售商通常会在“网购星期一(Cyber Monday)提供大量网络交易折扣，但由于很多商家决定上周就开始促销，其重要性被稀释了。亚马逊(Amazon)上周一就开始了促销。

In bricks-and-mortar stores, sales on Black Friday were down 1.8 per cent from a year ago at $11.2bn, according to estimates from ShopperTrak. It was the first drop since 2008.

据ShopperTrak估计，“黑色星期五的实体店零售额同比下降1.8%，至112亿美元。这是自2008年以来首次出现下滑。

But the fall came largely because the early opening of some stores – including Walmart and Target – had pulled sales forward into Thanksgiving night on Thursday, said Bill Martin, ShopperTrak’s founder.

但ShopperTrak创始人比尔·马丁(Bill Martin)表示，这一下降主要是由于包括沃尔玛(Walmart)、塔吉特(Target)在内的部分店铺促销较早，将促销时间提前并持续到周四感恩节晚上。

He predicted that sales on the two days combined would exceed last year’s, although an estimate for Thursday’s sales was not yet available.

他预测，周四、周五两天的实体店总体零售额将超过去年，不过目前尚无周四零售额的估计数据。