How Will Consumers Shop over Thanksgiving Weekend? - eMarketer

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How Will Consumers Shop over Thanksgiving Weekend?

Black Friday is becoming a primarily digital event

October 3, 2016

Shopping online on Black Friday is now more “traditional” than hitting up brick-and-mortar stores, according to August 2016 research.

Market Track and Qualtrics found that just over half of US internet users surveyed said they planned to shop digitally on Black Friday this year. That compared with 45% who would shop in stores the same day. While shoppers do still head to malls and main streets on the day after Thanksgiving, digital shopping is now even more likely to be part of their post-holiday routine.

On Thanksgiving itself, however, more internet users say they’ll be shopping in stores than online. Of course, in-store shopping on Thanksgiving Day could mean picking up last-minute holiday items including food. A comparatively low 38% of respondents said they would be conducting ecommerce activities on Thanksgiving.

Cyber Monday, meanwhile, is dominated by digital shopping—unsurprisingly, since it is a digital-first promotional event, and most workers are back on the job and out of retail stores.

Overall, this year’s holiday shopping season will see a boost in retail sales, particularly due to retail ecommerce. eMarketer forecasts holiday retail ecommerce sales will hit $94.71 billion, and account for 10.7% of total holiday retail sales. Meanwhile, overall holiday retail sales is poised to see an increase of 3.3% compared to the same period last year.


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