Thanksgiving deals draw record number of shoppers, says NRF

Lenore Fedow

Washington—A record number of shoppers flocked to sales from Thanksgiving through Cyber Monday this year and spent more than last year, according to a survey by the National Retail Federation and Prosper Insights & Analytics.

The survey shows nearly 190 million million U.S. consumers shopped online or in stores over the five-day period, a 14 percent increase over 166 million last year. But, how much did they spend and what did they buy? Read on to find out as National Jeweler outlines the survey’s findings, which NRF executives divulged in a conference call late Tuesday morning.

How much did shoppers spend?

According to the survey, consumers spent an average of $361.90 on holiday items over the five-day period, 16 percent more than the $313.29 spent last year, with 71 percent ($257.33) being spent on gifts.

The 25- to 34-year-old shoppers were the biggest spenders at $440.46, followed by shoppers ages 35-44 at $439.72.

Where did they shop?

The survey noted 124 million people shopped in stores while more, 142 million, shopped online.

Shoppers who bought things both online and in stores spent at least 25 percent more ($366.79) than those who shopped through only one channel.

Department stores were the top shopping destinations, cited by 50 percent of those surveyed.

Clothing stores came in second at 36 percent, followed by grocery stores at 34 percent, electronics stores at 32 percent, and discount stores at 29 percent.

When did they shop?

The busiest day for in-store shopping was Black Friday, with sales luring 84 million shoppers, followed by Small Business Saturday with 60 million.

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Source National Jeweler