More Than 70% of Americans Went Shopping Last Weekend

Today is Giving Tuesday a global day of giving following Thanksgiving Black Friday and Cyber Monday

174 million United States consumers showed up to shop over the five days from Thanksgiving to Cyber Monday, 10 million more than was anticipated. More than 58 million people only shopped online during the long weekend, compared to 51 million who only shopped in stores.

On this Cyber Monday, shoppers in the US are expected to spend billions of dollars online. The trade group said Tuesday that the shopping data reaffirmed its earlier prediction that total sales this holiday season would increase by as much as 4 per cent over previous year.

Just as Black Friday traffic was better than expected and Cyber Monday sales hit a record $6.6 billion, investors seem to be optimistic that the holiday shopping season as a whole will top expectations.

In order to paint a more complete picture of holiday sales at retailers with physical locations, the data science team at Skyhook Wireless analyzed millions of mobile location signals, cross referenced with its database of points of interest venues, to compare traffic at six major retailers on Thanksgiving Day and Black Friday to two days during the week prior (November 16th and 17th). E-commerce continued to be a focus for retail marketers on Black Friday, as 57% of the top 100 offers on RetailMeNot were online-only. "From good weather across the country to low unemployment and strong consumer confidence, the climate was right, literally and figuratively, for consumers to tackle their holiday shopping lists online and in stores", NRF Chief Executive Matt Shay said on the call with reporters. "At the end of the day, a sale is a sale is a sale, whether it happens in-store or online", he said.

Retail stocks were up broadly today as department store chains and big-box stores continued to rally on bullish reports on the holiday weekend and key selling days like Black Friday and Cyber Monday.




- But 65 million shopped both online and in-store, and they spent substantially more than those who shopped only in person or online.

The results validate the investment that retailers are making in e-commerce and that pure-play online retailers are making by opening stores, Shay said.

"Most retailers started promoting Black Friday offers well in advance of the Thanksgiving holiday", said Marissa Tarleton, CMO, RetailMeNot, Inc.

- Shoppers ages 25 to 34 spent the most, an average of $419.52. Throughout Thanksgiving, Black Friday, and Cyber Monday, the Nintendo Switch became the internet's best-selling purchase, pointing to a successful holiday season ahead for Nintendo, Markets Insider reports.

ShopperTrak, a firm that tracks store foot traffic, said shopper visits declined 1.6 percent over the combined Thanksgiving Day and Black Friday period, a much smaller decline that in recent years. Other popular destinations were electronic stores (32 percent) and discount stores (31 percent), according to NRF's survey of roughly 3,200 consumers.

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