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Nov 28, 2016
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Shoppers expect December sales to match Thanksgiving and Black Friday

Published
Nov 28, 2016

If this year’s Thanksgiving and Black Friday sales results are any indication, this holiday season will be very profitable for retailers and e-commerce websites. According to the International Council of Shopping Centers (ICSC), 75% of Americans spent the same or more money than last year on Thanksgiving and Black Friday.


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The 2016 ICSC Shopping Report found that Americans that shopped on Thanksgiving and/or Black Friday spent an average of $373, including $100 on dining and entertainment. 89% of shoppers spent at stores with both a physical and online presence, and 80% of spending were at retailers with a physical presence compared to the 18% of sales that occurred online. More adults in 2016 (57%) than in 2015 (51%) visited stores or shopping centers on Thanksgiving and/or Black Friday, and 68% of shoppers visited centers and didn’t shop at all.
 
“Today’s consumers visit their local malls and shopping centers for shopping, dining and entertainment. They also expect a seamless digital and physical experience, and more and more are turning to retailers that offer this winning, omnichannel combination,” continued McGee.” Clearly, the vast majority of shopping takes place with omnichannel retailers. Consumers demand an integrated experience and spend much more here than with online only players.”

Store traffic on Thanksgiving and Black Friday also matched up with 2015. The average shopper made purchases at 78% of the 3.9 stores they visited on Thanksgiving and made purchases at 67% of the 4.3 stores they visited on Black Friday. In addition, of the 28% of shoppers that purchased items online to pick up in store, 64% went on to buy something else in store, which is a year-over-year 6 percentage point increase.
 
Shoppers were asked of their predictions for December. 61% expect similar deals or promotions, 29% think the deals will be better than the shopping weekend, and 10% expect the deals to fail to match up.

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