Expectations that more people would head to stores but spend less during on Black Friday came true this past weekend. According to the National Retail Federation’s (Washington, D.C.) Black Friday shopping survey, conducted by BIGresearch, 20 million more shoppers (or 195 million) visited stores this year compared to last year, but they spent less, averaging $343.31 per person, down from $372.57 a year ago.
“Shoppers proved this weekend that they were willing to open their wallets for a bargain, heading out to take advantage of great deals on less expensive items like toys, small appliances and winter clothes,” says Tracy Mullin, NRF president and ceo. “While retailers are encouraged by the number of Americans who shopped over Black Friday weekend, they know they have their work cut out for them to keep people coming back through Christmas. Shoppers can continue to expect retailers to focus on low prices and bargains through the end of December.”
Department stores saw the most activity, with 49.4 percent of the bargain-hungry consumers visiting at least one, a 12.9 percent increase from last year. Discount retailers fell from the top, with 43.2 percent of holiday shoppers heading to discount stores over the weekend and another 7.8 percent heading to outlet stores. Shoppers also visited electronics stores (29.0 percent), clothing stores (22.9 percent) and grocery stores (19.6 percent).
“In an economy like this one, every retailer wants to be a discounter,” says Mullin. “Department stores have done an admirable job touting both low prices and good quality, which are important requirements for holiday shoppers on a budget.”
Toy sales also grew, with 12.9 percent more shoppers than last year making a toy purchase. Sporting goods, personal care or beauty items and gift cards sectors also saw healthy activity.