NRF: 248 Million Americans Shopped Thanksgiving Weekend Deals

The following article is based on a press release published by the National Retail Federation (NRF) on Sunday, December 1, 2013 entitled Americans Gobbled Up Retailers’ Thanksgiving Weekend Deals, According To NRF.

December 2, 2013 | The National Retail Federation (NRF) reported that more than 248 million* Americans took advantage of pre-holiday deals, shopping on Thanksgiving Day, Black Friday, and over the weekend. Total spending in stores and online is estimated to have reached $57.4 billion.

According to the NRF survey, more than 141 million** unique shoppers, up from 139 million last year, made purchases from Thursday, November 28 to Sunday, December 1. More than 92 million people shopped on Black Friday alone, up from 89 million in 2012. Thanksgiving Day itself grew by nearly 27%, as close to 45 million consumers (up from 35 million last year), got a head start on their shopping.  In total, the average consumer spent about $407 over the course of the weekend, down from $424 last year.

About 35% of deal-seekers bought toys, while 58% purchased clothing and accessories, and about 38% bought electronics. Books, CDs, DVDs and video games were purchased by approximately 36% of shoppers, while 30% spent money on gift cards. More than 76% of young people (aged 18-34) took advantage of Thanksgiving weekend deals – higher than any other age group.

“We are pleased to learn that more than one third of shoppers purchased toys over Thanksgiving weekend,” said Carter Keithley, President of the Toy Industry Association (TIA). “We are optimistic that it will be a good holiday season for the toy industry – there are so many creative products available for kids of all ages, and that is ultimately what drives sales in toys.”

“Cold weather, unique promotions and unbeatable prices put millions of Americans in the mood to shop for holiday gifts this weekend,” said NRF President and CEO Matthew Shay. “Retailers’ late night and early morning promotions struck just the right chord for those hoping to kick off the holiday shopping season with friends and family. With only a few weeks until the big day, retailers will continue to aggressively promote their in-store and online offerings, looking to entice today’s very budget-conscious and value-focused shopper.” 

Just over 76 million people shopped at department stores; 55 million visited discount stores; and about 59 million shopped online.  Additionally, 45 million people shopped at electronics stores and 40 million people visited clothing or accessories stores. Slightly fewer people than last year (about 76% versus 80%) said they took advantage of promotions to buy non-gift items.

NRF’s survey was conducted by Proper Insights & Analytics. The full report is available on the NRF Website

* Estimated number of shoppers Thursday through Sunday – 248 million – includes individual consumers shopping on multiple days. 

** The estimated number of unique consumers shopping in-store or online is 141.1 million adults shopping multiple days over the 4 day weekend.