One third of Americans shopped on Thanksgiving Day this year
Nearly half of shoppers spent more this year than they did in 2014
One third of Americans shopped on Thanksgiving Day this year
Nearly half of shoppers spent more this year than they did in 2014
The 2015 International Council of Shopping Centers (ICSC) Thanksgiving/Black Friday Shopping Report shows that nearly half of Americans who shopped on these two days this year spent more than they did at the same time last year:
45 percent say they spent more
32 percent say they spent the same
23 percent say they spent less
Of the two days, Black Friday still takes the lead when it comes to attracting shoppers: its popularity is holding steady, with half of Americans (50 percent) saying they made purchases on that day. But Thanksgiving shopping is on the rise: overall, one third of Americas (36 percent) shopped on Thanksgiving
Day this year – up from 23 percent in 2014.
Of those who shopped on Thanksgiving and/or Black Friday, 80 percent say they made a purchase at a physical store. On Black Friday specifically, 1 in 3 shoppers (32 percent) made a “click and collect” purchase: buying items via online retailers that have a physical store presence in order to pick up their items in store. More than half of shoppers (58 percent) made additional purchases when picking up an item that was bought online in store on Thanksgiving Day or Black Friday.
“The use of ‘click and collect’ this Thanksgiving holiday weekend highlights the growing popularity of omnichannel shopping,” said Jesse Tron, ICSC Spokesperson. “Even with competition from online retailers, the physical store continues to play a central role in the shopping experience, and this is not expected to change.”
Spending totals for Black Friday & Thanksgiving
The average Thanksgiving and/or Black Friday shopper spent $557 on those two days, divided as follows:
$245 in physical stores
$120 with online-only retailers
$110 online via retailers with a physical presence, for items shipping to their home
$82 online via retailers with a physical presence, for items to pick up in store
Shoppers were highly motivated
Consumers knew what they wanted, especially Thanksgiving shoppers. The average shopper visited 2.7 stores and made a purchase at 2.5 stores on Thanksgiving Day. On Black Friday, they visited 3.3 stores and made a purchase at 2.8 stores.
Hot toys over the holidays
Three in 10 Americans who shopped on Thanksgiving Day or Black Friday made purchases from a list of this holiday season’s “hot toys.” Of those shoppers:
The most popular purchase was the LEGO Dimensions Starter Pack (13 percent)
The four-way tie for second place includes (7 percent each):
Star Wars Bladebuilders Jedi Master Lightsaber
Hot Wheels Ultimate Garage
Paw Patrol–Paw Patroller
Doc McStuffins Take Care of Me Lambie
Source: ICSC
channels: marketing research
