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More Online than In-Store Shoppers on Black Friday: NRF
Nov 30, 2015 9:27 AM
By Rapaport News
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RAPAPORT... The number of shoppers online during the Black-Friday
weekend exceeded those buying in bricks-and-mortar stores, reflecting a “new
tradition” of internet-based purchasing during the key retail period, the National Retail
Federation (NRF) said.
About 103 million people in the U.S. bought online compared
with 102 million that went into physical stores, according to the NRF’s
Thanksgiving Weekend Survey November 29. The total U.S. population was 319 million at year-end 2014, including 199 million people between the ages of 15-64, according to Census Bureau data.
“We recognize the Thanksgiving weekend shopping experience
is much different than it used to be as just as many people want that unique,
exclusive online deal as they do that in-store promotion,” NRF president and
chief executive officer Matthew Shay said in a statement. “It is clear that the
age-old holiday tradition of heading out to stores with family and friends is
now equally matched in the new tradition of looking online for holiday savings
opportunities.”
In total, more than 151 million people said they went
shopping in either store type over the weekend, a jump of 11 percent over the
136 million who had signaled in a survey in mid-November an intention to shop
during the retail bonanza later in the month.
Out of average spend per person of $299.60, a mean of
$229.56 -- or 77 percent of total purchases – was ploughed into gifts, the NRF
said. Those aged between 24 and 34 forked out $425.08 on average for all of
their holiday purchases, with 69 percent of the amount spent on presents.
Under-35s were most likely to shop.
The Black-Friday figures come close on the heels of other surveys
done by ShopperTrak and RetailNext that found in-store sales over Thanksgiving
and Black Friday would slip.
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Tags:
black friday, online sales, Rapaport News, retail, u.s.
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