Black Friday remained the shopping day of choice over the Thanksgiving holiday weekend, results of an NPD survey show, with products including appliances, video games and toys gaining a greater share of wallet.
According to figures from NPD’s Checkout Tracking service, 43% of shoppers hit the stores Black Friday, a number that was up slightly over 2014. The number of consumers in the stores on Thanksgiving day was up 4% from 2014 to 18%, despite a number of retailers choosing to remain closed for the holiday.
A majority of those who shopped either Thanksgiving Day or Black Friday visited just one store, NPD said. In addition, only 15% made their Black Friday excursion a marathon shopping day (visiting four or more retailers), down from 20% in 2014.
NPD noted that Thanksgiving Day 6 p.m. and Black Friday 12 p.m. were again the peak spending hours. Best Buy won the early shopper, hitting its peak at 5 p.m. on Thanksgiving Day; Walmart won the peak Thanksgiving Day shopper, hitting its peak in the key spending hour of 6 p.m.; and Macy’s won the peak Black Friday shopper, hitting its peak at the key spending hour of 12 p.m.