According to a survey conducted by the NRF (National Retail Federation), this Black Friday retailers can expect a slight decrease in shopper turnout. The survey revealed that 147 million people are projected to shop both in-store and online this Black Friday weekend, compared to the 152 million that planed last year. Of the 147 million shoppers, 71 million said they are planning to shop and 76 million planning to wait and see what retailers have in store that weekend.
While Black Friday is still well and alive, consumer habits are shifting and changing retailer practices along with it. NRF President and CEO Matthew Shay explains: “Though the Black Friday tradition is here to stay, there’s no question that it has changed in recent years; already there is a tremendous amount of excitement and anticipation surrounding retailers’ Thanksgiving and Black Friday promotions.”
One particular area where retailers are catering to this new shopper mentality is convenience. Offering features such as late and early openings, price-matching, and mobile offers.
Retailers are also promoting their sales through a wide array of mediums to suite a diverse consumer base. According to the survey, half (49.5 percent) will stay up to date with advertising circulars throughout the holiday season, while just short of one-third (30.5) percent say they will use television adverts. More and more consumers are also turning to digital methods to stay informed with 26.8 percent of consumers following retailers’ websites and 31.4 percent opting to track emails from retailers.
About the Survey
The NRF holiday spending survey polled 9,383 consumers and was conducted for NRF by BIGInsight from Nov 1-6, 2012. The margin for error in this survey is plus or minus 1 percent.
For more shopping information this holiday season be sure to check out our Holiday Shopping Guide.