Shoppers Turn Out for Holiday Deals

More than 151 million people shopped either in stores and/or online over Thanksgiving weekend, according to the National Retail Federation.

April 6, 2018

2 Min Read

Thanksgiving weekend sees strong retail turnout both in stores and online.

More than 151 million people shopped either in stores and/or online over Thanksgiving weekend, according to the National Retail Federation.

Specifically, nearly 102 million people say they shopped in stores over the Thanksgiving weekend, and more than 103 million say they shopped online.

Average spending per person over the weekend totaled $299.60, and those under 35 were most likely to shop over the weekend, in fact, 25- to 34-year-olds spent an average of $425.08 on all holiday purchases.

“We recognize the experience is much different than it used to be as just as many people want that unique, exclusive online deal as they do that in-store promotion,” says Matthew Shay, president and chief executive officer, NRF. “It is clear that the age-old holiday tradition of heading out to stores with family and friends is now equally matched in the new tradition of looking online for holiday savings opportunities."

Of those who shopped in stores over the weekend, 72.8 percent (74.2 million shoppers) shopped on Black Friday, the biggest day of the weekend; another 34.6 million (34 percent) shopped on Thanksgiving Day and 46.8 million (45.9 percent) shopped on Saturday. Among digital bargain hunters, the survey found 41 million people (39.8 percent) shopped online on Thanksgiving Day and 75.3 million (73.1 percent) shopped online on Black Friday.

“Holiday shopping started well in advance of Thanksgiving weekend this year, but there’s no question that people were still incredibly eager to get their hands on the deals that retailers were offering on electronics, apparel, toys and even small appliances,” says Pam Goodfellow, principal analyst, Prosper Insights & Analytics, which conducted the NRF survey. “The ease of online shopping through mobile devices now lets millions of people research what they want as well as make timely purchases any day of the weekend–a win-win for both retailers and shoppers.”

More than half of those shopping in stores over the weekend said they shopped at a department store (53.6 percent), and another 37.2 percent said they shopped at a discount store; nearly one-third (32.4 percnet) said they shopped at a clothing store and 35.1 percent said they shopped at an electronics store.

As for Cyber Monday, the NRF expects that 121 million (49.5 percent) shoppers will participate, down slightly from the 126.9 million who planned to participate last year.

“Unlike 10 years ago, we live in a world in which you can shop anywhere at any time. It’s no longer about one day, but a season of digital deals, and savvy online shoppers are ready to see what exclusive promotions retailers have in store for Cyber Monday before they checkout,” says Shay. “Shoppers have seen promotions roll out for the past several weeks, but if the price is right on Cyber Monday, they’ll definitely show up ready to spend.”

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