According to the National Retail Federation's Thanksgiving Weekend Spending survey, 55.1 percent of consumers were estimated to be out in stores or online shopping over the holiday weekend, down from 58.7 percent last year. Traffic over the four days dropped 5.2 percent from 2013, and total number of same shopper trips was also down to 233.3 million shoppers from 248.6 million last year.
"A strengthening economy that changes consumers' reliance on deep discounts, a highly competitive environment, early promotions and the ability to shop 24/7 online all contributed to the shift witnessed this weekend," said NRF President and CEO Matthew Shay. "We are excited to be witnessing an evolutionary change in holiday shopping by both consumers and retailers, and expect this trend to continue in the years ahead."
The average shopper spent about $38.95, down 6.4 percent from last year. And total spending is expected to reach around $50.9 billion, down from $57.4 billion.
Although the overall number of shoppers dropped this year, Black Friday still draws the biggest crowd, as 86.9 million shoppers were in stores on Friday; 32.2 percent or 43.1 million on Thanksgiving, flat with last year; 51.8 percent on Saturday; and 25.5 shopped on Sunday.
In a big year for online, about 41.9 percent of a total average shopping budget was spent online, down 10.2 percent from last year. Most shoppers, 46.7 percent, were online on Black Friday; 36.3 percent were online on Saturday and 26.2 percent were online on Thanksgiving Day.
Thanksgiving Day was Walmart's second-busiest day for online sales ever, while at Target (NYSE:TGT) the number of orders and sales increased more than 40 percent over last year, making it the retailer's biggest online sales day ever. The most growth in traffic and sales came from mobile.
According to Adobe's Thanksgiving alert had reached $254 million in sales via mobile devices by early Friday morning. Smartphones and tablets drove 29 percent of total online sales, 8 percent more than in 2013. But smartphones are the more popular device with shoppers as sales from tablets were flat to down approximately 2 percent over last year, noted the Adobe report.
-See this National Retail Federation press release
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