NEW YORK, Dec. 1, 2015 – The 2015 International Council of Shopping Centers (ICSC) Thanksgiving/Black Friday Shopping Report shows that nearly half of Americans who shopped on these two days this year spent more than they did at the same time last year:
- 45 percent say they spent more
- 32 percent say they spent the same
- 23 percent say they spent less
Of the two days, Black Friday still takes the lead when it comes to attracting shoppers: its popularity is holding steady, with half of Americans (50 percent) saying they made purchases on that day. But Thanksgiving shopping is on the rise: overall, one third of Americas (36 percent) shopped on Thanksgiving Day this year – up from 23 percent in 2014.
Of those who shopped on Thanksgiving and/or Black Friday, 80 percent say they made a purchase at a physical store. On Black Friday specifically, 1 in 3 shoppers (32 percent) made a “click and collect” purchase: buying items via online retailers that have a physical store presence in order to pick up their items in store. More than half of shoppers (58 percent) made additional purchases when picking up an item that was bought online in store on Thanksgiving Day or Black Friday.
“The use of ‘click and collect’ this Thanksgiving holiday weekend highlights the growing popularity of omnichannel shopping,” said Jesse Tron, ICSC Spokesperson. “Even with competition from online retailers, the physical store continues to play a central role in the shopping experience, and this is not expected to change.”
Spending Totals for Black Friday & Thanksgiving
The average Thanksgiving and/or Black Friday shopper spent $557 on those two days, divided as follows:
- $245 in physical stores
- $120 with online-only retailers
- $110 online via retailers with a physical presence, for items shipping to their home
- $82 online via retailers with a physical presence, for items to pick up in store
Shoppers Were Highly Motivated
Consumers knew what they wanted, especially Thanksgiving shoppers. The average shopper visited 2.7 stores and made a purchase at 2.5 stores on Thanksgiving Day. On Black Friday, they visited 3.3 stores and made a purchase at 2.8 stores.
Hot Toys over the Holidays
Three in 10 Americans who shopped on Thanksgiving Day or Black Friday made purchases from a list of this holiday season’s “hot toys.” Of those shoppers:
- The most popular purchase was the LEGO Dimensions Starter Pack (13 percent)
- The four-way tie for second place includes (7 percent each):
- Star Wars Bladebuilders Jedi Master Lightsaber
- Hot Wheels Ultimate Garage
- Paw Patrol–Paw Patroller
- Doc McStuffins Take Care of Me Lambie
Consumers’ Expectations for December
Although the popular Thanksgiving retail weekend has passed, many shoppers expect the best is yet to come with regards to shopping deals and steals. When asked for their predictions for December:
- 37 percent of consumers say they think the deals/promotions in December will be better than what was found over the past weekend
- 51 percent anticipate similar deals/promotions
- Just 12 percent expect the deals/promotions won’t be as good
Methodology
The 2015 ICSC Thanksgiving/Black Friday Shopping Report was conducted online by Opinion Research Corporation on behalf of ICSC from November 28-29, 2015. The survey represents a demographically representative U.S. sample of 1,016 adults 18 years of age and older.
About ICSC
Founded in 1957, ICSC is the global trade association of the shopping center industry. Its more than 70,000 members in over 100 countries include shopping center owners, developers, managers, investors, retailers, brokers, academics, and public officials. The shopping center industry is essential to economic development and opportunity. They are a significant job creator, driver of GDP, and critical revenue source for the communities they serve through the generation of sales taxes and the payment of property taxes. These taxes fund important municipal services like firefighters, police officers, school services, and infrastructure like roadways and parks. Shopping centers aren’t only fiscal engines however; they are integral to the social fabric of their communities by providing a central place to congregate with friends and family, discuss community matters, and participate in and encourage philanthropic endeavors. For more information about ICSC visit www.icsc.com and for the latest news from ICSC and the industry go to www.thecenterofshopping.com.