A record 174 million Americans shopped this Thanksgiving weekend
29 Novembre, 2017, 00:22 | Auteur: Auguste Feret
"The big takeaway here is: Gone are the days you could measure the success of this weekend by looking at a single metric", NRF Chief Executive Officer Matthew Shay said on a conference call.
ComScore reported US desktop retail e-commerce sales for Thanksgiving Day rose 22 percent while Black Friday rose 20 percent.
More than 174 million Americans shopped in stores and online during the just-concluded Thanksgiving holiday weekend, beating expectations of 164 million shoppers, said the National Retail Federation (NRF) on Tuesday. "From good weather across the country to low unemployment and strong consumer confidence, the climate was right, literally and figuratively, for consumers to tackle their holiday shopping lists online and in stores".
Still, a whopping 64.6 million took full advantage of enticing sales by shopping in stores and online.
Omnichannel behavior: The survey found over 58 million shopped only online over the five-day period versus over 51 million that shopped only in stores. Consumers who shopped in both places spent $82 more than those who only shopped online.
Retail research firm ShopperTrak said on Saturday that store traffic fell 1.6 percent on Thanksgiving and Black Friday compared to a year ago.
"The past Cyber Monday behavior of shopping on your work computer during the day is nearly completely reversed", Taylor Schreiner, Adobe's director, said in a statement.
Mobile set a new record, representing 47.4 percent of visits (39.9 percent smartphones, 7.6 percent tablets) and 33.1 percent of revenue (24.1 percent smartphones, 9.0 percent tablets).
The numbers show Cyber Monday is still a draw, even as retailers are spreading out their deals over more days.
Adobe Analytics measures 80 percent of online transactions at 100 major USA retailers.
In 2016, holiday sales reached $655.8 billion.
Tracy Porch retrieves three wireless headphones he ordered online on Black Friday at the Walmart Online Pickup Tower Monday, Nov. 27, 2017, in Katy, Texas. And while a strong Black Friday weekend is never perfectly correlated with how a holiday season goes, Shay added that "We are certainly encouraged that we are starting off from a position of strength". "Black Friday continued the online shopping frenzy, surging to an all-time high of more than $2 billion in desktop spending, and proving once again that it is now as much an online shopping holiday as a brick-and-mortar one". Those figures are in line with last year's 3.6 percent growth in holiday spending. About 77 million consumers ventured out for the traditional doorbusters. "This year, mobile shopping was dominant both in the morning and afternoon".
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