174 million Americans turn up in stores and online over holiday weekend

30 Novembre, 2017, 13:08 | Auteur: Auguste Feret
  • 174 million Americans turn up in stores and online over holiday weekend

At least not as far as online sales are concerned, with a whopping $6.59 billion spent in USA e-stores on Cyber Monday, compared to "just" $5.03 billion the day after Thanksgiving. Multichannel shoppers were the biggest spenders over the weekend, spending on average $49 more than those who shopped in-store only and $82 more than those who shopped online only. Seventy-five percent of what consumers spent over the five days, or about $250.78, went toward holiday gifts.

The Retail Federation noted that this year's shopping season includes four full weekends and one more shopping day than last year's, because Christmas falls on a Monday.

The only big recent shopping day where online sales may have exceeded store sales was Cyber Monday, Storch said. The survey results are based on responses from 3,242 consumers and has a margin of error of plus or minus 1.7 percentage points. Not only were dollar-off discounts better, but consumers were more likely to find deals that could be stacked using Cash Back Offers and/or discount e-gift cards combined with retailers' typical promo codes or sales for maximum savings.

The kickoff to the holiday shopping season is a now a five-day affair of discounts and perks - and nicknames, stretching through Black Friday into Small Business Saturday and finishing on Cyber Monday. On Black Friday, 25 percent started at 10 a.m. or later.

Expected shopping surge in the late hours of Cyber Monday: Three hours in the evening of Cyber Monday (8-11 p.m.in each local market) are expected to bring in more online revenue than the average 24-hour day. The last drop was in 2008, at the onset of the Great Recession, when retail sales tumbled 4.6 percent.

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The amount spent on United Kingdom online retail sites on Black Friday 2017 was up 11.7% to £1.39bn. For the first time in the U.S., Cyber Monday mobile revenue has broken the $2 billion barrier, according to Adobe Digital Insights. Last year, it fell on December 17.

Preempting a decline in visits to brick-and-mortar stores, many traditional retailers have invested heavily in their websites, bulking up delivery options, and tightening store inventories to ward off any post-holiday liquidation that would weigh on profits. Though, retail research firm ShopperTrak said store traffic fell less than 1 % on Black Friday, bucking industry foresight of a sharper decline. Sales on Thanksgiving and Black Friday also topped prior years and e-commerce leader Amazon.com Inc said it broke sales records this weekend. The firm measures 80 percent of online transactions from 100 major US retailers.

And the number of Australian retailers getting in on the action is only set to grow.

More than 64 million consumers shopped both online or in stores over the Thanksgiving weekend period, even as about 58 million shopped online only and about 51 million shopped in stores only.

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