Price-conscious consumers looking for a good deal are expected to fuel a sales surge on Black Friday, but not enough to lift overall holiday sales higher than last year, according to ShopperTrak.
The analytics firm predicts that Black Friday 2015 will surpass Black Friday 2014 due to the shopper who is motivated by sales and exhibits a growing tendency toward shopping earlier. In addition, an early Hanukkah, which begins 10 days sooner this year than last, will generate November sales at the expense of December.
"This year, there are a number of retailers that are choosing to remain closed on Thanksgiving, and we expect this will complement current trends and return Black Friday to the top spot for both sales and shopper visits," said Kevin Kearns, ShopperTrak chief revenue officer.
In addition, ShopperTrak reports that after an increase in sales during the 2015 back-to-school season, the 2015 holiday season will see only a 2.4% increase from last year.
Here’s what ShopperTrak sees as the high-volume shopping days this holiday season:
1. Nov. 27 - Black Friday
2. Dec. 19 - Super Saturday
3. Dec. 26 - Day after Christmas
4. Dec. 12 - Second Saturday before Christmas
5. Nov. 28 - Saturday after Thanksgiving
6. Dec. 20 - Sunday before Christmas
7. Dec. 5 - Saturday after Cyber Monday / First Saturday in December
8. Dec. 21 - Monday before Christmas
9. Dec. 13 - Second Sunday before Christmas
10. Nov. 29 - Sunday after Black Friday
Greatest number of sales dollars:
1. Nov. 27 - Black Friday
2. Dec. 19 - Super Saturday
3. Dec. 12 - Second Saturday before Christmas
4. Nov. 28 - Saturday after Thanksgiving
5. Dec. 5 - Saturday after Cyber Monday / First Saturday in December
6. Dec. 20 - Sunday before Christmas
7. Dec. 13 - Second Sunday before Christmas
8. Dec. 21 - Monday before Christmas
9. Nov. 21 - Saturday before Thanksgiving
10. Dec. 26 - Day after Christmas
"While our rankings illustrate the most impactful days of the holiday season, it's important that retailers don't lose sight of the other days," Kearns added. "As we saw in 2014, a significant portion of sales are generated throughout the entire holiday season, and it's vital that retailers optimize operations and marketing in order to make the most of each and every day."
Get more holiday sales data at Shoppertrak.com.