WASHINGTON, D.C., Nov 25, 2012/ — The New England Patriots and the Washington Redskins weren’t the only winners this Thanksgiving Day as more than 35 million Americans visited retailers’ stores and websites Thursday – up from 29 million last year – scoring deals on everything from hot electronic items to cashmere sweaters and toys.
According to a National Retail Federation survey conducted by BIGinsight over the weekend, traffic and spending grew over the entire weekend. More people than ever before also shopped online and in stores on Black Friday, as 89 million shoppers braved the crowds, up from 86 million last year.
According to the survey, a record 247 million shoppers visited stores and websites over Black Friday weekend, up 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 from $398 last year. Total spending reached an estimated $59.1 billion.
Shoppers Visited Stores Earlier
Leaving the dishes for later, 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.
Weekend Shopping Included Multiple Visits to Stores and Websites
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 40.7 of their total weekend spending, up from 37.8 percent last year.
NRF also asked shoppers which days they shopped online – more than one-quarter (27.0%) of holiday shoppers said they shopped online on Thanksgiving Day, and nearly half (47.5%) on Black Friday.
“There’s no question that millions of people were drawn to retailers’ aggressive online promotions this weekend, making sure to research and compare prices days in advance to ensure they were getting the best deal they could,” said BIGinsight Consumer Insights Director Pam Goodfellow. “However, with shopper traffic increasing at department, discount, and clothing stores over the weekend, it’s clear that consumers still recognize Black Friday as one of the biggest shopping days of the year, as they have for decades.”
