Now that one of the biggest shopping days of the year is behind us, retailers are preparing for the final stretch of Q4.
But before the December rush officially begins, we wanted to take a look at this year’s Black Friday numbers so retailers can see what improvements need to be made before the final push of holiday sales.
This past Friday, more than 154 million consumers shopped in stores and online, which was roughly an increase of 3 million from last year.
While appealing deals and big promotions attracted consumers, average spending was down this year. This year, consumers spent $10 less, which worked out to be $290 each compared to $300 in 2015.
Where did Consumers Shop?
Over the course of the Thanksgiving weekend, the National Retail Federation (NRF) found that 44 percent of consumers shopped online and 40 percent shopped in-store.
It was also reported that 108 million people shopped online, which is about 5 million more than year year.
On the other hand, 99 million people shopped in stores, down 3 million from last year.
When did Consumers Shop?
For those that shopped online, Black Friday was the most popular, which was up 1.3 percent from last year to 74 percent. This was followed by Saturday (49 percent), Thanksgiving (36 percent), and finally, Sunday (34 percent).
For those that shopped in store, 75 percent shopped on Black Friday, which was up 3.4 percent from last year. 40 percent of consumers shopped in store on Saturday, 35 percent on Thanksgiving and 17 percent on Sunday.
How Much did Consumers Spend?
This year, Black Friday became a multi-billion dollar online affair, with shoppers spending $1.9 billion online on Thanksgiving Day and another $3.3 billion on Friday.
But despite how much consumers spent, it turns out a majority of shoppers aren’t completed their holiday shopping.
According to NRF, only 9% of consumers are actually finished crossing every item off of their shopping list.
What did Consumers Buy?
According to Adobe, these were the top five selling items for children and adults:
Best Selling Toys
- Lego Creator Sets
- Electric scooters from Razor
- Nerf Guns
- DJI Phantom Drones
- Barbie Dreamhouse
Best Selling Electronics
- Apple iPads
- Samsung 4k TVs
- Apple MacBook Air
- LG TVs
- Microsoft Xbox