Despite saying they are outraged by it, data shows more shoppers shifting buying to Thanksgiving Day

This is an archived article and the information in the article may be outdated. Please look at the time stamp on the story to see when it was last updated.

NEW YORK (CNNMoney) — Shoppers increasingly are shifting their buying to Thanksgiving Day, despite petitions against stores opening on the holiday — and the powerful lure of the post-turkey nap.

According to early estimates on Black Friday from Shoppertrak, sales at brick-and-mortar stores were down slightly to $12.29 billion in 2014 vs. $12.35 billion a year earlier. But spending was up nearly 24% on Thanksgiving, and slipped 6.9% on Black Friday, Shoppertrak found.

What’s more, people were more willing to trek to stores on Thanksgiving: Visits were up 27% on Thursday compared to 2013, but they were down 5.6% on Black Friday, according to Shoppertrak.

Still, shoppers spent nearly three times as much — $9.1 billion — on Black Friday than on Thursday, Shoppertrak estimates.

The trend was similar online, with shoppers increasingly willing to buy on Thanksgiving. Online sales were up 14.3% on Turkey Day compared to last year, according to IBM’s Digital Analytics Benchmark report, but just 9.5% on Black Friday, less than expected.

Shoppers also are using their phones and tablets more than ever — both to buy and comparison-shop while in stores, IBM found.

Sales on mobile devices were up more than 28% from Black Friday last year, accounting for more than one in four online sales transactions Friday, IBM found.

IBM had projected online shopping would climb 15% for the period from Thanksgiving through Monday. It projected year-over-year growth of 13% on Black Friday.

Wal-Mart, the world’s largest retailer, said it shattered sales records on Thanksgiving, posting its second-biggest online sales day. The company said its site saw over 500 million page views, and 70% came from mobile traffic.

Overall, the National Retail Federation projected spending this season will climb 4.1% to $616.9 billion. It estimated online sales would grow between 8% and 11%.

Last year, holiday sales climbed 3.1%, according to the NRF.

The preliminary reports from Shoppertrak and IBM give an early peek at some of the busiest shopping days of the year.

Black Friday isn’t the one-day event that it used to be, when malls and department stores threw open their doors at midnight.

Nowadays, there’s round after round of “door busters” and a slew of online sales that begin days before Friday. And most major retailers advertise “Black Friday” deals that actually begin Thanksgiving Thursday evening.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

1 Comment