Black Friday Shoppers Up, Spending Down

As sales results for the Black Friday weekend firm up, the National Retail Federation (NRF) has confirmed what was expected: More holiday shoppers spent less this year.According to the NRF's Black Friday shopping survey, conducted by BIGresearch, 195 million shoppers visited stores and Web sites over the Black Friday weekend, up from 172 million last year. However, average spending over the weekend dropped to $343.31 per person from $372.57 a year ago. Total spending reached an estimated $41.2 billion."Shoppers proved this weekend that they were willing to open their wallets for a bargain, heading out to take advantage of great deals on less expensive items like toys, small appliances and winter clothes," NRF president and CEO Tracy Mullin said in a statement. "While retailers are encouraged by the number of Americans who shopped over Black Friday weekend, they know they have their work cut out for them to keep people coming back through Christmas. Shoppers can continue to expect retailers to focus on low prices and bargains through the end of December."Department stores were holiday shoppers' destination of choice, with nearly half (49.4 percent) visiting at least one, a 12.9 percent increase from last year, the NRF said. Discount retailers took an uncharacteristic back seat, with 43.2 percent of holiday shoppers heading to discount stores over the weekend, and another 7.8 percent going to outlet stores.Shoppers also visited electronics stores (29 percent), clothing stores (22.9 percent) and grocery stores (19.6 percent).One-fourth of Americans shopping over the weekend (28.5 percent) did so online."In an economy like this one, every retailer wants to be a discounter," Mullin said. "Department stores have done an admirable job touting both low prices and good quality, which are important requirements for holiday shoppers on a budget."According to the survey, the most popular purchases were of clothing (50.9 percent) and books (40.3 percent), which remained nearly unchanged over last year. High-definition televisions, laptops, winter coats and Zhu-Zhu pets were among the most popular items.Nearly one-third of shoppers (32.2 percent) purchased toys, an increase of 12.9 percent from last year. In addition, more people purchased sporting goods (12.6 percent this year versus 11.4 percent last year), personal-care or beauty items (22.4 percent vs. 19 percent) and gift cards (21.2 percent vs. 18.7 percent).In order to nab the best holiday items, nearly one-third of shoppers (31.2 percent) were at the stores by 5 a.m. on Black Friday, compared with 23.3 percent who were at the stores by that time last year, the NRF said."During a more robust economy, people may be inclined to hit the 'snooze' button on Black Friday, but high unemployment and a focus on price caused shoppers to visit stores early in anticipation of the best deals," Phil Rist, evp, strategic initiatives at BIGresearch, said.The survey, conducted from Nov. 26-28, polled 4,985 consumers and has a margin of error of plus or minus 1.4 percent.The NRF estimates that holiday sales will decrease 1 percent this year to $437.6 billion.Nielsen Business Media

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Black Friday Shoppers Up, Spending Down

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