Study: Shoppers split on stores opening on Thanksgiving; 50% oppose it

CINCINNATI -Americans are divided on the merits of shopping on Thanksgiving Day. The latest LoyaltyOne research shows there are three kinds of American Thanksgiving Day shoppers: 50% who say all-day shopping hours on Thanksgiving Day are a bad idea; 33% who say stores being open all day Thanksgiving is a great idea that provides more time for holiday gift shopping and 17% who can’t make up their mind.

In the all-important millennial demographic (ages 18-34), attitudes about stores being open all day on Thanksgiving shift dramatically compared to the general population (ages 18-55+). No less than 50% of consumers age 18-24 say all-day shopping on Thanksgiving is a great idea. That support dropped only slightly to 48% in the 25-34 year-old age group.

"Savvy retailers put the customer at the center of all their decisions," said Fred Thompson, LoyaltyOne retail practice leader. "Although opening on Thanksgiving Day may lead to incremental sales that day, retailers could risk upsetting their most loyal customers who routinely shop their stores year-round. Retailers should identify who their best customers are and respond with Thanksgiving and Black Friday sales strategies accordingly."

Some other key findings from the research based on various consumer segments include:

• 37% of men say being open all day on Thanksgiving is a great idea, compared with 29% of women

• 16% of consumers age 55 and older say that being open all day on Thanksgiving is a great idea

40% of consumers in the South say all-day store hours on Thanksgiving is a great idea, compared with 32% in the West, 29% in the Midwest and 26% in the Northeast.