Most shoppers will be hitting the (physical) shops on Black Friday
More than half of all shoppers are planning to make holiday purchases over the Thanksgiving holiday period, according to a new report.
The 2015 International Council of Shopping Centers Black Friday Shopping Study shows that 59% of shoppers plan to make a purchase at a physical store over the weekend (Thursday-Sunday).
Surprisingly, Cyber Monday is shaping up to be the second-most popular day for in-store shopping – even though it’s a day normally associated with online activity. Overall, Americans plan to shop in-store on:
Thanksgiving Day (15%)
Black Friday (41%)
The Saturday and/or Sunday after Thanksgiving (30%)
Cyber Monday (32%)
“Shoppers’ in-store plans for Cyber Monday shows the lines between the online and in-store retail experiences are continuing to blur,” says Jesse Tron, ICSC spokesman. “In-store shopping remains the preeminent channel for transactions, but online retail is continuing to influence those transactions by offering added value to shoppers in the form of research, in-store pickup, and more.”
Consumers planning to make a purchase over Thanksgiving weekend (Thursday-Sunday) will spend an average of $259 at retailers that have a physical presence. This represents 73% of Thanksgiving Weekend spending – including 14% for online purchases that will be picked up in store. This is significant as 4 out of 5 shoppers say they are likely to buy additional items when they go to retrieve their item.
Of all Thanksgiving weekend spending:
60% will be spent on holiday gifts for others
29% on non-gift items for themselves and their household
And 11% on non-gift items for people not in their house
Technology will continue to support the growing trend of omnichannel shopping for Thanksgiving weekend consumers, as more than 8 in 10 (82%) will do research online before making purchases in-store.
Additionally, 80% of shoppers plan to use a mobile device when shopping, most popularly to:
Compare prices (56%)
View ratings or reviews (37%)
Check availability/inventory (36%)
Get digital discounts or coupons to use in-store (36%)
Take pictures of items they’re thinking about purchasing (27%)
For more information about ICSC and to see the full report, click here.