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Black Friday Numbers: Emerging Trends

The National Retail Federation, the Nation’s premier source of consumer spending data has released their Black Friday numbers and it’s looking like the day-after-Thanksgiving isn’t the biggest shopping day of the year any more. The large retailers seemed to have identified this trend early. Instead of a single day door-busting event they started the sales early and extended them through the weekend and into the following week.

JCPennney opened at 3PM up on Thanksgiving day. Macy’s, Target, Kohl’s, Sears, Walmart and Best Buy opened up at 6PM. Some stores, like Macy’s, stayed open all night, advertising with the slogan “Shop All Night 6PM Thurs – 1PM Fri.” Those extended Black Friday hours paid off.

In the Thanksgiving Weekend Survey by the National Retail Federation, conducted by Prosper Insights & Analytics, more than 151 million people said they shopped either in stores and/or online over the weekend. It was neck and neck between offline and online shoppers. 102 million people hit the stores, while 103 million did their shopping online.

“We recognize the Thanksgiving weekend shopping 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,” said NRF President and CEO Matthew Shay. “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.”

What does this mean for businesses? Consumers are getting more savvey when searching for the best deals and they aren’t afraid to avoid the stores if they can get better deals online. They are using their phones to find the specials, check stores for inventory, and purchase items.

The trend is to keep on shopping, with “two in five (42.9%) shoppers saying that they think retailers’ promotions from now until Christmas Day will be better than those offered over Thanksgiving weekend.”


3 Tips to Make Sure you are Being Seen this Holiday Season

  1. Use fun and interesting email campaigns to entice customers to visit your business.
  2. Stay up on your social media and encourage happy customers to interact with your business online.
  3. Make sure your business is easy to find with excellent  SEO practices.

TouchSuite’s marketing services can help steer you in the right direction, if you aren’t sure where to start.