Survey finds 75 percent of Americans plan to shop over the holiday weekend.
This year finds consumer confidence on the rise and a desire to increase holiday gift spending. That means that retailers will have plenty to be thankful for this holiday, according to a new survey from Deloitte, with 75 percent of Americans planning to shop over the Thanksgiving holiday weekend. The survey polled more than 1,200 consumers. And while ecommerce is projected to take a larger share of shoppers’ budgets, the outlook for brick-and-mortar store traffic is still healthy as well, particularly for Black Friday.
An earlier prediction from RetailMeNot also anticipated that consumer spending over the Black Friday weekend would increase 47 percent over 2016 levels, with consumers poised to spend an average of $743 this year. The shopping season also is poised to be an early and relatively long one, with nearly 45 percent of shoppers starting their holiday buying before November 1. And sales began an average of 5 days prior to Thanksgiving, in an effort by retailers to entice shoppers.
For the Black Friday season this year, the Deloitte survey found:
"Consumers are gearing up to increase spending, and while online is expected to pull more of shoppers' budgets, there is still a healthy outlook for traffic in the stores, particularly on Black Friday," said Rod Sides, vice chairman, Deloitte LLP and U.S. retail, wholesale and distribution leader.
"Store retailers will have shoppers' attention with the overall excitement of the day and tradition of shopping with friends and family. That's a tremendous opportunity to elevate the customer experience and create a strong rapport to drive sales. It starts with the digital part of the shopping journey, delivering creative and personalized promotions and touchpoints that create inspiration before the holiday weekend. That follows with an in-store experience that delights with displays, merchandise and seasonal atmosphere, along with services that make it easy for customers to find unique items and make quick transactions."