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Black Friday this year was less about bigger baskets and more about deliberate choices.
Speaking to the IMRG, our Senior Data Analyst Phelim Killough notes that Average Order Value rose 12%, even as transactions fell 8% and basket size dipped 3.5% – a strong signal that shoppers are buying less often, but with more intent.
When shopper demand is selective, the margin for friction against fraud and abuse shrinks.
Read the full piece here.
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