Turkey has been eaten, football has been watched, and door buster deals have been purchased! The week of Black Friday was very busy for Santa and laypeople alike. Consumers spent a total of $11.4 billion dollar on Black Friday, up 6.6 percent from last year. This flurry of spending helped many consumers work their way through their holiday shopping lists. As of November 28, a quarter of consumers had finished at least 75 percent of their holiday shopping. This is a considerable burst in shopping versus the beginning of the month when only 7 percent reported finishing that much.
In line with what you would expect from Black Friday shoppers, clothing and shoes, toys and games, and electronics were the most popular items to buy during the week of November 21-27. More than 1 out of 3 consumers purchased these items during that week. Other popular items for that include movies and music, books, and gift cards.
Among all the mass merchants, electronic stores, and department stores consumers visited during the week, Wal-Mart and Kohl’s were the big winners, attracting 39% and 27% of holiday shoppers.
Interestingly, offline and online spend during the week of Black Friday was almost equal, with an offline average spend person of $211 dollars and $206 for online. While Black Friday is traditionally an in-store focused shopping day, consumers this year took advantage of online sales. Many retailers, both brick and mortar and online only, offered blow out sales during the entire Black Friday week, and succeeded in attracting consumers. For me, staying home in pajamas is much preferable to trekking out in the wee hours of the morning and having to dodge elbows and pepper spray. Apparently Americans are starting to agree with me.
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.