59% of Black Friday weekend shoppers to visit physical stores

Roughly 71 percent of U.S. shoppers are planning to shop over the Thanksgiving weekend and a majority, 59 percent, will make a purchase at a physical location.

Retailers efforts to drive shoppers to stores through omnichannel initiatives appears to be paying off, according to a new study from the International Council of Shopping Centers. Of those who will shop the weekend of Black Friday, 95 percent plan to spend money in stores or on websites of retailers that have a physical presence.

Even Cyber Monday will benefit those with brick-and-mortar stores, with 32 percent planning to visit a physical location on Cyber Monday, a day usually associated with e-commerce, according to the 2015 ICSC Black Friday Shopping Study.

"Shoppers' in-store plans for Cyber Monday shows the lines between the online and in-store retail experiences are continuing to blur," said ICSC spokesperson, Jesse Tron. "In-store shopping remains the preeminent channel for transactions, but online retail is continuing to influence those transactions by offering added value to shoppers in the form of research, in-store pickup and more."

Consumers planning to make a purchase over Thanksgiving weekend (Thursday through Sunday) will spend an average of $259 at retailers that have a physical presence. This represents 73 percent of Thanksgiving Weekend spending—including 14 percent for online purchases that will be picked up in-store. This is significant as four out of five shoppers say they are likely to buy additional items when they take advantage of BOPIS.

For more:
-See this ICSC study

Related stories:
Kohl's promotes omnichannel for the holidays
Alibaba makes Singles Day omnichannel
48% of online retailers confident holiday will outperform
Holiday sales to rise between 3.5% and 4%
Digital to influence 64 cents of every retail dollar spent in physical stores

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