The weekend saw 9.5 percent of shoppers beginning their shopping at midnight on Black Friday, compared to only 3.3 percent last year. The average shopper, according to the NRF survey (conducted by BIGresearch) spent $365.34—up from last year's $343.31.
"While Black Friday weekend is not always an indicator of holiday season performance, retailers should be encouraged that a focus on value and discretionary gifts has shoppers in the spirit to spend," says Matthew Shay, NRF's president and chief executive officer. "As retailers look ahead to the first few weeks of December, it will be important for them to keep momentum going with savings and incentives that holiday shoppers simply can't pass up."
Meanwhile, 106.9 million Americans were expected to have shopped
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