NRF Survey Projects 164 Million Americans Will Shop Over 5-Day Promotional Span
Nearly seven in 10 Americans, some 164 million consumers, are planning or considering shopping over Thanksgiving weekend, said the National Retail Federation Tuesday. NRF’s annual holiday shopping survey included Cyber Monday for the first time, in addition to Thanksgiving Day,…
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Black Friday, Small Business Saturday and Sunday, which hasn't been given a designated name. A fifth of survey respondents planned to shop on Thanksgiving, while 70 percent planned to open their wallets on Black Friday, it said. Forty-three percent expected to shop on Saturday, with 76 percent saying they would do so specifically to support Small Business Saturday. Twenty-one percent expected to shop on Sunday, and 48 percent were eyeing Cyber Monday shopping, it said. Two-thirds of respondents said they were shopping over the five-day period to take advantage of deals and promotions, 26 percent cited the tradition of shopping over Thanksgiving weekend and 23 percent said it’s “something to do” over the holiday weekend, said NRF. Another 23 percent said the time frame meets their holiday shopping schedule. Some 56 percent of Americans already have started their holiday shopping, but most still have a long way to go, NRF said. Twelve percent of consumers have completed at least half of their shopping, and 2 percent have finished. Of the 31 percent of consumers who don't plan to shop over Thanksgiving weekend, 52 percent won’t because they don’t enjoy the experience, and 46 percent said nothing would change their mind. Another 27 percent of those not planning to shop said a good sale or discount might lure them to stores. The survey of 7,439 consumers was conducted Oct. 31-Nov. 7 and has a margin of error of plus or minus 1.2 percentage points.