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According to a National Retail Federation (NRF) survey conducted by BIGinsight over Thanksgiving weekend, both traffic and spending increased this year. More people than ever before shopped online and in stores on “Black Friday,” as 89 million shoppers braved the crowds, up 3 million (3.5 percent) from 86 million last year.

Over the Black Friday weekend, 247 million shoppers visited stores and websites, up 21 million (9.3 percent) from 226 million last year. Making sure to take advantage of retailers’ promotions to the full extent, the average holiday shopper spent $423 this weekend, up $25 (6.3 percent) from $398 last year. Total spending reached an estimated $59.1 billion.

Eager holiday shoppers ventured out as soon as they could on Thanksgiving night.  According to the survey, 28.0 percent of weekend shoppers were at the stores by midnight on Black Friday, compared to 24.4 percent last year.

The weekend shopping bonanza wasn’t limited to stores; consumers also spent more of their holiday budget online. According to the survey, the average person spent $172.42 online over the weekend, or approximately 40.8 percent of their total weekend spending, up from 37.8 percent last year. In all, 43.8 percent of shoppers visited retailers’ websites over the weekend, up from 35.2 percent last year.

NRF also asked shoppers which days they shopped online. More than one-quarter (27.0 percent) said they shopped online on Thanksgiving Day, and nearly half (47.5 percent) said they shopped online on Black Friday.

Lured by deep discounts and practical spending habits, eight in 10 (79.6 percent) shoppers took advantage of retailers’ weekend promotions to buy nongift items.

The survey also discovered that consumers shopped at:

  • department stores (53.5 percent, up from 48.7 percent last year)
  • discount stores (39.4 percent)
  • clothing stores (29.0 percent)
  • electronics stores (33.0 percent)
  • grocery stores (21.7 percent)
  • drug stores (12.7 percent)

Source: National Retail Federation (NRF)

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WildFlower Media Inc.