With many brick-and-mortar stores closed this Black Friday, businesses are gearing up for a digital shopping weekend unlike any in previous years. 

Black Friday holds additional pressure—and opportunity—this year after the challenges many small businesses have experienced due to the pandemic. Traffic to the top 100 shopping sites increased by 137 percent on 2019 Black Friday and companies will be looking to capitalise on this surge in traffic and convert customers to make a sale.