NPD: Black Friday Still Dynamic

Black Friday remains a meaningful date even as retailers stretch out the promotion to as long as a week. About 17% of consumers responding to The NPD Group’s 2019 Holiday Purchase Intentions Survey said they plan to wait to start their holiday shopping on Black Friday itself.

Checkout, The NPD Group’s receipt mining service, demonstrated that Black Friday 2018 was the top shopping day of the year for both in-store and online consumer spending in the U.S. Last year, U.S. consumers made 5.5 in-store and 3.6 online purchases on average during the week of Thanksgiving.

“Early deals get some attention, but many consumers will wait for the real thing to get their holiday started,” said Marshal Cohen, NPD chief industry advisor. “Black Friday may not have the same bustle as it did 10 years ago, but it has retained its holiday spirit.”

Cohen added, “Expect Black Friday to get an additional boost this year as consumers come to the realization of the shopping time-crunch ahead of them, and younger consumers get more engaged in holiday shopping. Retailers who can tap into these emerging consumer groups, and ease some of the post-Thanksgiving frenzy will be able to maximize late-season spending for a strong holiday finish.”