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Black Friday Excitement Builds

NRF predicts up to 147 million shoppers in stores, online during post-Thanksgiving weekend.

Black Friday weekend may see fewer shoppers than in previous years—147 million, down from 152 million in 2011—but the anticipation is high as the traditional kick-off to the holiday season nears.

The National Retail Federation reports 71 million people say they will shop during Black Friday weekend—the Friday, Saturday and Sunday after Thanksgiving—while 76 million say they might shop, depending on what retailers offer up to lure shoppers into their stores.

Consumers are keeping close tabs on holiday promotions, notes BIGinsight, the NRF’s research unit. Nearly half (49.5 percent) are keeping up with advertising circulars, 30.5 percent are watching out for TV ads to find deals, 26.8 percent are following retailers’ websites and 31.4 percent are watching their email inboxes for sale announcements from retailers, the researcher reports.

The days of waking up Thanksgiving morning to find out what retailers’ Black Friday promotions will be has transitioned into an ongoing dialogue between companies and their customers starting days in advance

“The days of waking up Thanksgiving morning to find out what retailers’ Black Friday promotions will be has transitioned into an ongoing dialogue between companies and their customers starting days in advance,” notes Pam Goodfellow, BIGinsight Consumer Insights director. “Through sites like Twitter, Facebook and Pinterest, company blogs, emails, and mobile apps, consumers can connect with their favorite retailers like never before.”

More shoppers choosing to wait

Why are fewer post-Thanksgiving shoppers expected to hit the stores this year? It may be that consumers are waiting for Cyber Monday—the Monday after Thanksgiving—to do their holiday shopping. Cyber Monday has grown in recent years to become the heaviest online spending day of the year, according to comScore, which expects Cyber Monday spending to surpass $1.5 billion this year.

Overall, more adults say they won’t shop during Black Friday weekend (34.8 percent) than will (31.5 percent), while a third (33.7 percent) say they will consider it, according to BIGinsight. Interestingly, men are more likely to shop Black Friday weekend than women (34.5 percent versus 28.8 percent).

BIGinsight further reports that, of shoppers ages 18 to 34, more than 49 percent say they definitely will go shopping the Friday, Saturday or Sunday after Thanksgiving. Of that group, roughly a third says they might shop that weekend, and 18 percent or less say they will not.

The 35 to 44 age group is somewhat less inclined to shop that weekend (36.7 percent), and the older the shoppers, it seems, the less likely they will go shopping during Black Friday weekend.

Read the complete survey results here.


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About the author

Crista Souza
Crista Souza is founding editor of TheOnlineSeller.com. A journalism graduate of San Jose State University, she spent 13 years as a business and technology reporter in Silicon Valley. Crista has been writing about B2C and C2C ecommerce since 2008. Opinions expressed here may not be shared by The Online Seller and/or its principals.

  • OBVAVirtualAssistant

    Wow.
    Thanks for all your dedicated work, can’t wait to see what unfolds with this
    next chapter in your life and what you’ll be able to help make happen on
    Black Friday. Happy Thanksgiving to all!



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