Survey: Half of consumers oppose all-day Thanksgiving store hours

Cincinnati –- Half of all consumers dislike the idea of all-day Thanksgiving store shopping hours, although younger consumers are more open to it.



According to a survey of 1,001 U.S. consumers by loyalty services provider Loyalty One, 50% say all-day shopping hours on Thanksgiving Day are a bad idea that detracts from the traditional celebration.



The survey also shows that 33% of consumers say stores being open all day Thanksgiving is a great idea that provides more time for holiday gift shopping and 17% can’t make up their mind. In the Millennial demographic (ages 18-34), attitudes about stores being open all day on Thanksgiving shift dramatically compared to the general population (ages 18-55-plus). Fifty percent 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.



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 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.



"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."