Retailers Made Black Friday Irresistible for Consumers with Great Deals, Online and In-Store

WASHINGTON–(BUSINESS WIRE)–Strong deals and promotions encouraged more consumers to shop over the
holiday weekend. More than 154 million consumers will shop over
Thanksgiving weekend, up from 151 million shoppers in 2015, according to
the annual Thanksgiving weekend results survey released today by the
National Retail Federation and Prosper Insights & Analytics.

Average spending per person over Thanksgiving weekend totaled $289.19,
down slightly from $299.60* last year. With an average of $214.13
specifically going toward gifts or 74 percent of total purchases.

“It was a strong weekend for retailers, but an even better weekend for
consumers, who took advantage of some really incredible deals,” NRF
President and CEO Matthew Shay said. “In fact, over one third of
shoppers said 100% of their purchases were on sale.”

When it comes to where consumers shopped over the weekend, the survey
found that 44 percent went online and 40 percent shopped in-store. The
most popular day to shop online was Black Friday, up 1.3 percent from
last year to 74 percent, followed by Saturday (49 percent), Thanksgiving
(36 percent), and Sunday (34 percent). And, of those that shopped in
store, 75 percent shopped on Black Friday, up 3.4 percent from last
year, 40 percent on Saturday, 35 percent on Thanksgiving and 17 percent
on Sunday.

As far as when people showed up in-store on Thursday and Friday, the
survey found nearly three in 10 shoppers (29 percent) headed out after
10 a.m. on Black Friday, up from 24 percent last year. Less than 15
percent of consumers arrived to the stores by 6 a.m. or earlier on Black
Friday. Early Thanksgiving Day in-store shopping dropped by 19 percent
with only 7 percent of consumers heading to stores before 5 p.m. – while
shopping that day itself was up one percent.

The survey also found that only nine percent of consumers have finished
their holiday shopping, down from 11 percent last year. While 23 percent
have yet to make any dents to their lists, up from 19 percent last year.

“With mid-season shopping behind us, it’s not too late for retailers to
tweak their online and in-store strategies to help increase traffic and
see a big payoff during the last few weeks of the holiday season,” Shay

Millennials (ages 18 – 34) continue to drive the increase in shopping
during Thanksgiving Weekend. Eight in 10 shopped over the weekend, of
which 25-34-year olds shopped the most in store (56 percent) and online
(62 percent).

“Millennials are keeping retailers on their toes when it comes to
Thanksgiving weekend shopping not just for their friends and family, but
also themselves,” Prosper’s Principal Analyst Pam Goodfellow said.
“However, Millennials are not the only ones taking advantage of great
promotions, today’s consumers, across ages, are savvy about when and
where they shop.”

It is clear weekend shoppers were in the mood to find great deals. Fifty
percent of consumers that shopped in store indicated that the deals were
too good to pass up. While another 32 percent of consumers shopped in
store to continue their family Thanksgiving/Black Friday traditions.

The survey found that of those that shopped in store, 51 percent shopped
at department stores, 34 percent at discount stores, 32 percent at
electronics stores, 28 percent at clothing or accessories stores, and 25
percent at grocery/supermarket stores.

Some of the most popular gifts purchased over the weekend included
clothing or clothing accessories (50 percent), toys (32 percent),
electronics (30 percent), books, CDs, DVDs, videos or video games (28
percent), and gift cards (20 percent).

According to the survey, 56 percent of smartphone owners and 53 percent
of tablet owners used their devices to assist with weekend shopping

The survey, which asked 4,330 consumers about Thanksgiving weekend
shopping plans, was conducted November 25 – 26 and has a margin of error
of plus or minus 1.5 percentage points.

Full data results will not be published on News media and
analysts who require additional information can contact

*NRF’s 2015 Thanksgiving weekend spending is not comparable to 2014
survey as the methodology has changed.

About Prosper Insights & Analytics

Prosper Insights & Analytics delivers executives timely,
consumer-centric insights from multiple sources. As a comprehensive
resource of information, Prosper represents the voice of the consumer
and provides knowledge to marketers regarding consumer views on the
economy, personal finance, retail, lifestyle, media and domestic and
world issues.

About NRF

NRF is the world’s largest retail trade association, representing
discount and department stores, home goods and specialty stores, Main
Street merchants, grocers, wholesalers, chain restaurants and Internet
retailers from the United States and more than 45 countries. Retail is
the nation’s largest private sector employer, supporting one in four
U.S. jobs — 42 million working Americans. Contributing $2.6 trillion to
annual GDP, retail is a daily barometer for the nation’s economy.

NRF Holiday Headquarters


National Retail Federation
Treacy Reynolds or Ana Serafin Smith,