Small businesses who pivoted to e-commerce saw record sales during Black Friday weekend

Almost one-quarter of small businesses closed their doors during the pandemic — but for the few who survived, and pivoted to online sales, Black Friday weekend provided a much-needed boost.

Over the course of the holiday season so far, small retailers have seen an average 110 percent increase in online sales, according to Adobe Analytics.

“That was pretty heartening to see,” said Vivek Pandya, a senior digital insights manager with Adobe Analytics. “There has been a lot of demand and a lot of opportunity for retailers of all sizes to support shopping demand online.”

Small businesses have long made ends meet by offering unique in-store experiences. The pandemic changed that.

“Brick and mortar was our strength, and the website [used to be] just a marketing tool,” said Brian Miller, president of Geppetto’s, a San Diego, California-based toy store. “But when Covid-19 happened, we enhanced the website and improved it and

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