02 Dec In-Store Pick-ups Boosted Thanksgiving and Black Friday Sales
One in three U.S. shoppers (32 percent) surveyed over the weekend said they made a “click and collect” purchase on Black Friday and more than half of shoppers (58 percent) made additional purchases while picking up an online order in-store on Thanksgiving Day or Black Friday, according to the International Council of Shopping Centers (ICSC).
“The use of ‘click and collect’ this Thanksgiving holiday weekend highlights the growing popularity of omnichannel shopping,” said Jesse Tron, ICSC Spokesperson. “Even with competition from online retailers, the physical store continues to play a central role in the shopping experience, and this is not expected to change.”The 2015 International Council of Shopping Centers (ICSC) said that nearly half of Americans who shopped on Thanksgiving and Black Friday spent more than they did at the same time last year
The ICSC Thanksgiving/Black Friday Shopping Report, which is based on surveys conducted Saturday and Sunday, found
eight of 10 Americans who shopped on Thanksgiving and/or Black Friday say they made a purchase at a physical store. The report also found:
- 45 percent of consumers said they spent more,
- 32 percent of consumers said they spent the same,and
- 23 percent of consumers said they spent less.
Half of respondents (50 percent), or the same amount as last year, said they made purchases on Black Friday, while more than one third (36 percent) said they shopped on Thanksgiving Day – up from 23 percent in 2014.
Spending Totals for Black Friday & Thanksgiving
The average Thanksgiving and/or Black Friday shopper spent $557 on those two days, divided as follows:
- $245 in physical stores
- $120 with online-only retailers
- $110 online via retailers with a physical presence, for items shipping to their home
- $82 online via retailers with a physical presence, for items to pick up in store
Shoppers Were Highly Motivated
Consumers knew what they wanted, especially Thanksgiving shoppers. The average shopper visited 2.7 stores and made a purchase at 2.5 stores on Thanksgiving Day. On Black Friday, they visited 3.3 stores and made a purchase at 2.8 stores.
Consumers’ Expectations for December
Although the popular Thanksgiving retail weekend has passed, many shoppers expect the best is yet to come with regards to shopping deals and steals. When asked for their predictions for December:
- 37 percent of consumers say they think the deals/promotions in December will be better than what was found over the past weekend
- 51 percent anticipate similar deals/promotions
- Just 12 percent expect the deals/promotions won’t be as good
The 2015 ICSC Thanksgiving/Black Friday Shopping Report was conducted online by Opinion Research Corporation on behalf of ICSC from Nov. 28-29, 2015. The survey represents a demographically representative U.S. sample of 1,016 adults 18 years of age and older.
ICSC is the global trade association of the shopping center industry. Its more than 70,000 members in over 100 countries include shopping center owners, developers, managers, investors, retailers, brokers, academics, and public officials.