Survey: Black Friday “creep” remains strong

Nearly one-third of retailers surveyed by JLL say they plan to open on Thanksgiving Day in order to get a jump on Black Friday sales.

JLL’s 2015 Holiday Sentiment Report, which includes feedback from largely national or global retailers in JLL-managed shopping centers across the United States, also reveals more than half of those retailers expect an uptick in shopper traffic this year.

“Black Friday creep into Thanksgiving mealtime is a very real thing,” said Greg Maloney, CEO of Americas Retail, JLL. “Holiday retail sales are anticipated to increase slightly over last year, and we’ll likely see sales trickling in even earlier in the days leading up to Black Friday. Retailers want to have first crack at customers’ wallets; the earlier they open, the more chance they have of capturing shoppers’ dollars.”

In a not unexpected finding, JLL’s survey uncovered that more than two-thirds of retailers believe that the holiday season is the most important time of the year for revenue. And nearly 80% of respondents expect to earn up to 40% of their holiday sales during Thanksgiving/Black Friday weekend.

More than half of the retailers, including the likes of Belk, Macy’s and Sears, plan to usher in shoppers by 6:00 p.m. on Thanksgiving evening. But some high-profile retailers are bucking the trend. While their decision to close on Thanksgiving may spur a few additional retailers to join in the bandwagon, “the majority will keep their doors open,” said James Cook, director of retail research, JLL.

“Don’t expect a sea change in this tide,” he added.

For more information on JLL’s 2015 Holiday Sentiment Survey visit: www.jllretail.com.