Black Friday 2015 has come and gone. Let’s
take a look at what the various news agencies and data collection
companies have to say about how well the retailers managed this season.
Black Friday Sales Results 2015 (IBM): According to IBM, online
retail sales grew in double digits on Thanksgiving Day and Black Friday
while mobile traffic exceeded that of desktop. Visit the IBM website to
read the full report to see the latest shopping trends.
National Retail Federation Thanksgiving Weekend Trend 2015
Top takeaways from the National Retail Federation
November 29, 2015 press release:
- 77 percent of shoppers had started their holiday shopping as of
- 42 percent of consumers said they shopped in stores over the
Thanksgiving weekend, the exact same amount as those who shopped
online from Thursday through Sunday.
- 151 million unique shoppers were in stores and online over the
weekend — more than the 136 million who said in the early November
National Retail Federation survey that they planned to shop.
- 73 percent of shoppers — 75 million people — were in stores on
Black Friday, the exact same percent for the amount who shopped
online on Black Friday, resulting in the biggest shopping day of the
- 41 million of those who shopped over the weekend said they
shopped online on Thanksgiving Day (40%).
- Half of those who shopped in stores on Thanksgiving Day were at
stores by midnight.
- The average Thanksgiving Weekend shopper spent $300 between
Thursday and Sunday, and more than three-quarters (77%) of that
amount was spent on gifts; leaving about one-quarter for
self-gifting and other non-gift items.
- One-third of weekend shoppers said 100 percent of what they
bought was on sale.
- Half of those who shopped over the weekend said they shop
because the deals are too good to pass up and one-third said they
shop because it’s a tradition.
You may also want to read the
Thanksgiving Weekend Sales Survey from the NRF.
Shortly after Black Friday, consumer insights firm
ShopperTrak, had estimated that shoppers spent over $1 billion
less in brick-and-mortar stores on Black Friday this year than in 2014,
thanks to the growth of e-commerce and to retailers “successfully
elongating the holiday."
As read on Forbes, J.C. Penney the mall
stalwart started off on the right foot in terms of attracting shoppers,
offering the biggest average savings of any mainstream retailer: 68%
off, versus 56% and 50.1% respectively at competitors Macy and Kmart (Forbes;
Black Friday Winners & Losers)
Saturday November 28, 2015 Reuters: The Reuters article
reported that sales at U.S. brick-and-mortar stores on Thanksgiving Day
and Black Friday were down slightly from last year, but the performance
was still seen as strong in a holiday shopping season where discounts
spread well beyond the weekend and many shoppers moved to the web.
Online sales were up by double digits, according to data released on
Saturday. Data from analytics firm RetailNext showed
overall sales for both days fell 1.5 percent on flat customer traffic,
while average spending per shopper dropped 1.4 percent.
Preliminary data from ShopperTrak showed sales at stores totaled about
$12.1 billion on Thursday and Friday. The company said it is an
"estimated decrease from last year" but did not give the percentage
decline due to an internal change in the way it calculates data. Last
year, it reported sales of $12.29 billion for the same period. The
article went on to mention, Online Thanksgiving and Black Friday sales
tracked by Adobe Digital Index were $4.47 billion, up 18 percent
from a year earlier and higher than its expectation of $4.35 billion.
Adobe tracked 80 percent of all online transactions from the top 100
U.S. retailers. Brick-and-mortar retailers who have online
operations offered better web deals during Thanksgiving and Black Friday
and saw higher sales than online only retailers, said Tamara Gaffney,
principal research analyst at Adobe Digital Index.
The following graph from IBM is