NRF: Retailers Win Thanksgiving Weekend With Strong Consumer Traffic

NRF: Retailers Win Thanksgiving Weekend With Strong Consumer Traffic

NRF: Retailers Win Thanksgiving Weekend With Strong Consumer Traffic

The turnout topped the retail trade group's earlier projections that about 164 million Americans would shop over the five-day period.

Matthew Shay, NRF president, says the "weekend looked and felt great, and the numbers validate that optimism".

He believes that contradicts the idea that online-only shoppers are the demise of retailing. "A lot of things can change between now and then". And while a strong Black Friday weekend is never perfectly correlated with how a holiday season goes, Shay added that "We are certainly encouraged that we are starting off from a position of strength". "It bodes well for the rest of the year".

"It may not have been as bad as feared for brick-and-mortar stores", said Joel Bines, a managing director focused on retail at AlixPartners, an advisory firm. If consumers begin using mobile wallets and buy buttons in-browser, they may start using them more in-store, growing overall volume.

Thanksgiving and Black Friday, when shoppers spent $7.9 billion and bought more on their mobile devices than a year ago, had also generated record online sales. They spent $49 more on average than in-store-only shoppers.

The NRF said many conditions created an environment favorable to shopping. "We saw that play out over the weekend".

Online merchants racked up a record $6.59 billion on Cyber Monday alone, the company found.

A number of big-name chains such as Amazon John Lewis and Argos are continuing to offer bargains on Monday as part of the global sales bonanza
A number of big-name chains such as Amazon John Lewis and Argos are continuing to offer bargains on Monday as part of the global sales bonanza

The figures suggest that Cyber Monday could have generated £7m more in total sales than Black Friday.

"The number of people who do both is going to continue to rise", Stern said.

Cyber Monday and Black Friday kicked off what is estimated to be a big holiday season, according to Adobe Analytics.

"This year, consumers 65 and older proved that online shopping isn't just for Generation Z and Millennials", Prosper Executive Vice President of Strategy Phil Rist said.

Adobe Analytics estimated that the U.S. holiday season would deliver $100 billion in sales for the first time. For some retailers, those numbers were even higher: Shopify, an e-commerce software provider for small- and medium-sized businesses, says that mobile transactions accounted for 60 percent of all sales yesterday, up 11 percent from past year. That doesn't mean more money was spent online. Thanksgiving weekend demonstrated that shoppers are still invested in the brick and mortar experience. By way of comparison, Adobe notes that transactions on Black Friday and Thanksgiving accounted for $5.03 billion and $2.87 billion in revenue, respectively. Though, retail research firm ShopperTrak said store traffic fell less than 1 % on Black Friday, bucking industry foresight of a sharper decline.

McMillan-Doolittle's Stern said the in-store performance was better than anticipated and contributed to what was an upbeat weekend across retail. This combination is "good for retail small and large".

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