According to some new data from Bluecore, sixty-four percent (64%) of digital shoppers were new to retailers this Black Friday.
The retail technology company reports that despite this influx of new customers, many retailers focused on bringing back past customers and previously identified shoppers. Retailers now know who 30% of all their shoppers are (up from approximately 20% last year). 

Retailers that focused their efforts on getting existing shoppers to shop again were, for the most part, those that saw an increase in order values–some by as much as 10%. An overwhelming amount of Black Friday activity–up to 85% for footwear retailers–took place on mobile.