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Physical stores in US pivot of omni-channel shopping
02 Dec '15
3 min read
The 2015 International Council of Shopping Centers (ICSC) Thanksgiving/Black Friday Shopping Report shows that nearly half of Americans who shopped on these two days this year spent more than they did at the same time last year
Of the two days, Black Friday still takes the lead when it comes to attracting shoppers: its popularity is holding steady, with half of Americans (50 per cent) saying they made purchases on that day. But Thanksgiving shopping is on the rise: overall, one third of Americas (36 per cent) shopped on Thanksgiving Day this year – up from 23 per cent in 2014, ICSC said in a press release.
Of those who shopped on Thanksgiving and/or Black Friday, 80 per cent say they made a purchase at a physical store. On Black Friday specifically, 1 in 3 shoppers (32 per cent) made a “click and collect” purchase: buying items via online retailers that have a physical store presence in order to pick up their items in store. More than half of shoppers (58 per cent) made additional purchases when picking up an item that was bought online in store on Thanksgiving Day or Black Friday.
“The use of 'click and collect' this Thanksgiving holiday weekend highlights the growing popularity of omnichannel shopping,” said Jesse Tron, ICSC Spokesperson. “Even with competition from online retailers, the physical store continues to play a central role in the shopping experience, and this is not expected to change.”
The average Thanksgiving and/or Black Friday shopper spent $557 on those two days, which included $245 spent in physical stores, $120 with online-only retailers, $110 online via retailers with a physical presence, for items shipping to their home and $82 online via retailers with a physical presence, for items to pick up in store.
Of the two days, Black Friday still takes the lead when it comes to attracting shoppers: its popularity is holding steady, with half of Americans (50 per cent) saying they made purchases on that day. But Thanksgiving shopping is on the rise: overall, one third of Americas (36 per cent) shopped on Thanksgiving Day this year – up from 23 per cent in 2014, ICSC said in a press release.
Of those who shopped on Thanksgiving and/or Black Friday, 80 per cent say they made a purchase at a physical store. On Black Friday specifically, 1 in 3 shoppers (32 per cent) made a “click and collect” purchase: buying items via online retailers that have a physical store presence in order to pick up their items in store. More than half of shoppers (58 per cent) made additional purchases when picking up an item that was bought online in store on Thanksgiving Day or Black Friday.
“The use of 'click and collect' this Thanksgiving holiday weekend highlights the growing popularity of omnichannel shopping,” said Jesse Tron, ICSC Spokesperson. “Even with competition from online retailers, the physical store continues to play a central role in the shopping experience, and this is not expected to change.”
The average Thanksgiving and/or Black Friday shopper spent $557 on those two days, which included $245 spent in physical stores, $120 with online-only retailers, $110 online via retailers with a physical presence, for items shipping to their home and $82 online via retailers with a physical presence, for items to pick up in store.
Consumers knew what they wanted, especially Thanksgiving shoppers. The average shopper visited 2.7 stores and made a purchase at 2.5 stores on Thanksgiving Day. On Black Friday, they visited 3.3 stores and made a purchase at 2.8 stores.
Three in 10 Americans who shopped on Thanksgiving Day or Black Friday made purchases from a list of this holiday season's “hot toys” with LEGO Dimensions Starter Pack topping the list with 13 per cent.
Although the popular Thanksgiving retail weekend has passed, many shoppers expect the best is yet to come with regards to shopping deals and steals. When asked for their predictions for December, 37 per cent of consumers said they think the deals/promotions in December will be better than what was found over the past weekend while 51 per cent anticipate similar deals/promotions. (SH)
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