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Black Friday Shoppers Rush In – and Out Again As Retailers Brace for Challenging Christmas Season
Charleston, SC, November 26, 2007… Over two thirds (67.2%) of Black Friday shoppers finished their buying expeditions by noon on the day after Thanksgiving, according to a new survey of potential shoppers released today by America's Research Group (ARG). Over 80% of Friday shoppers (81.3%) were successful in getting an early bird special.
"The excitement of Friday morning shopping died out early this year, leaving retailers with much lighter traffic and worries about the rest of the Christmas shopping season," said C. Britt Beemer, founder and Chairman of ARG. "As a result, some retailers were short handed in the early morning rush – not a good impression to leave with today's skittish consumer," he added.
In fact, 50.8% of consumers said that stores were short handed on Friday. In spite of the crowds, a surprising 24.7% of consumers said that they completed 75% or more of their Christmas shopping on Friday.
Over sixty percent (64.8%) of Friday shoppers went to four stores or less. Over a third (35.5%) of Friday shoppers went to one or two stores only, while 29.3% went to three or four stores.
Discount stores were the big winners this year, according to the survey, attracting 64.7% of shoppers, followed by department stores with 48.0% and electronics stores with 25.2%. Discount stores also led other retailers by 31.4% for the amount consumers spent there over the three-day shopping period. Department stores followed with 20.8% over other retailers for the amount spent and electronic stores with 16.7%.
Advertising helped drive Saturday/Sunday shoppers into the stores with 80.7% saying they bought items they saw advertised over the weekend.
Beemer says he is sticking to the prediction made following two national surveys of consumers in early November of only a 2% rise in retail sales this holiday season, his lowest estimate in over 10 years.
The new research revealed some historical comparisons of interest:
- Fewer shoppers got early bird specials this year (18.7%) compared with 12.0% is 2006.
- More shoppers got more shopping completed on Friday this year (13.6% got 90% to 100% done) compared with 9.3% in 2006.
- On Friday alone, 17.1% spent over $751 in 2007 compared to 11.6% in 2006.
- More consumer said they would come back when prices are lower this year (70.0%) compared to 62.2% in 2006.
- Saturday/Sunday shoppers continue to be less happy with store discounts: 62.9% in 2007, 73.2% in 2006.
- More consumers said that stores didn't have enough sales help in 2007 (23.0%) compared with 12.1% in 2006.
- Only 16.2% of shoppers in 2007 said they shopped on-line since the first of November compared with 24.2% in 2006.
- When asked if they went on-line after shopping stores but couldn't find the item they wanted, 19.9% said "yes" in 2007 vs. 36.2% in 2006.
- In 2007, only 30.2% of shoppers said they see themselves spending $100 or more for something for themselves. That number was 46.5% in 2006.
American's Research Group (ARG) is the consumer–behavior marketing firm that provides clients the insight, strategy and tactics to increase market share. ARG's expertise in consumer behavior has made it a key resource and advisor to leading brands and top retailers in the nation for 27 years.
Contacts: Britt Beemer, ARG, tel: 843 345 0939
BBA Communications: Barbara Burns / Eve Edwards
Tel: 212 486 1140 / 516 859 3402