Consumers Conducted Holiday Shopping the Week of Black Friday


After this year’s Black Friday frenzy, more than 3/4 of consumers have checked items off of their holiday shopping lists. In fact, more than 1/3 of consumers had completed more than half of their holiday shopping.

Popular items for the week of November 22 included clothing and shoes at 52 percent of consumers shopping the category; toys and games at 45 percent of consumers; electronics at 38 percent; and movies and video games at 33 percent.

Doorbuster deals Black Friday morning seem to have paid off for retailers, as most retailers saw an increase in shopping from the week prior. Retailer who saw the largest jumps in shoppers include Wal-Mart, Target, and Kohl’s, up 5, 8, and 6 percentage points respectively.

In-store spend also increased 15 percent compared to the previous week, with consumers spending an average of $217 during the week of Nov 22. Interestingly, even before Cyber Monday, online spend is also on the rise, increasing 33 percent over the prior week.

Be sure to check out next week’s post when we compare shopping during the week of Black Friday to the week of Cyber Monday. With the growth we have seen thus far online, I expect last week to have been a blockbuster week for online retailers.

About Debra Miller Arbesman:
Debra Miller Arbesman is senior associate, retailer and consumer products at Compete, a Kantar Media company that helps brands improve their marketing based on the online behavior of millions of consumers.