NPD: Black Friday Reigns As Biggest Holiday Shopping Day

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.