Where Did Consumers Shop on Thanksgiving and Black Friday Weekend? - eMarketer

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Where Did Consumers Shop on Thanksgiving and Black Friday Weekend?

Clothing was one of the top items purchased during the holiday weekend

December 3, 2015

Department stores saw the most traction during Thanksgiving and Black Friday weekend this year among those who shopped in-store, according to November 2015 research.

Types of Retailers Where US Internet Users Shopped In-Store During Thanksgiving/Black Friday Weekend*, Nov 2015 (% of respondents)

The National Retail Federation (NRF) polled 4,281 consumers ages 18 and older. Similar to last year, more than half of US internet users shopping in stores over the Thanksgiving and Black Friday weekend shopped at a department store. Additionally, more than one-third of respondents said they shopped at discount and electronics stores during the holiday weekend.

Other types of retailers, including thrift stores and local small businesses, also saw traffic, but not as much. For example, just 7.1% of internet users said they shopped in-store at thrift stores and resale shops during Thanksgiving and Black Friday weekend.

Types of Holiday Gifts Purchased During Thanksgiving/Black Friday Weekend* Among US Internet Users, Nov 2015 (% of respondents)

When it came to the types of holiday gifts purchased—among those who purchased gifts in-store or digitally—more than half (51.6%) of internet users bought clothing or clothing accessories during Thanksgiving and Black Friday weekend.

Additionally, roughly one-third of respondents purchased consumer electronics or computer-related accessories, toys, books, CDs, DVDs and video games. Flowers, home improvement items and tools were the least purchased gifts on Thanksgiving and Black Friday weekend.

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