2019 Holiday Shopping Season Launch Attracts Record Shoppers, Increased Spending

By Dennis Kaiser

Consumers flocked to retail stores in droves and opened their wallets generously over the recent Thanksgiving weekend, setting the stage for a strong 2019 holiday shopping season. National Retail Federation (NRF) and Prosper Insights & Analytics reported a record 189.6 million U.S. consumers shopped from Thanksgiving Day through Cyber Monday this year, an increase of 14% over last year’s 165.8 million.

The NRF survey showed shoppers spent an average $361.90 on holiday items over the five-day period, up 16% from $313.29 during the same period last year. Of the total, $257.33 (71%) was specifically spent on gifts. The biggest spenders were 25- to 34-year-olds at $440.46, closely followed by those 35-44 at $439.72.

NRF’s Matthew Shay says, “Americans continue to start their holiday shopping earlier in the year, and Thanksgiving is still a critical weekend for millions. Whether they’re looking for something unique on Main Street, making a trip to the store or searching for the best deals from their mobile device, this is when shoppers shift into high gear. With the condensed holiday season, consumers are feeling the pressure to get their shopping done in time. Even those who typically wait until the last minute to purchase gifts turned out in record numbers all weekend long.”

The NRF survey found that 124 million people shopped in stores, while 142.2 million shopped on retailers’ websites; demonstrating today’s seamless shopping world, 75.7 million did both. Consumers who shopped in both channels spent an average $366.79, spending at least 25% more than those who shopped in only one or the other, noted NRF.

Research by ICSC showed an estimated 160 million people visited a physical store over the Thanksgiving Weekend and spent an estimated average of $504, with 50% spending more than last year. ICSC reported that discount department store retailers were the most popular destinations for shoppers, and consumers visited an average of 12 stores over the weekend.

“The excitement around shopping during the Thanksgiving Weekend remains strong,” said Tom McGee, president and CEO of ICSC. “Physical retail continues to be the overwhelming choice of consumers to make their purchases. This weekend was no different, and is a great indicator of what is still to come this holiday season.”

NRF’s survey showed Black Friday was the busiest day for in-store activity, with 84.2 million shoppers, followed by Small Business Saturday (59.9 million), Thanksgiving Day (37.8 million), Sunday (29.2 million) and Cyber Monday (21.8 million). Of those shopping on Saturday, 73% were likely to shop specifically on Small Business Saturday.

For the first time, Black Friday topped Cyber Monday as the busiest day for online at 93.2 million shoppers, compared with 83.3 million, according to NRF. Saturday followed at 58.2 million, Thanksgiving Day at 49.7 million and Sunday at 43.1 million.

With online and in-store shopping increasingly intermingled, NRF found free shipping was the biggest reason for shoppers to make a purchase they were otherwise hesitant about, cited by 49%, up from 42% last year. And the ability to order online and pick up in-store was cited by 20%, up from 15% last year. Other top factors included limited-time sales or promotions (36%) and an easy-to-use website or app (21%).

NRF says, 39% of consumers looked to emails from retailers for information on deals and promotions, edging out conventional advertising circulars, which were tied with online search at 38%. Mobile devices played a significant role, used by 75% to research products, compare prices or make purchases, up from 66% last year.

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