NPD: Early Birds Savor Online Shopping Thanksgiving Weekend

Analysis from Checkout, an NPD Group receipt mining service, demonstrates that the average amount spent online per buyer on Thanksgiving Day and Black Friday 2017 exceeded what was spent at brick-and-mortar stores on the same days by more than 20%, the market research firm stated.

In 2017, Cyber Monday fell behind Black Friday in terms of the average spend per buyer online, but it remains a critical occasion for e-commerce, NPD noted. Consumers start increasing their brick and mortar patronage later in the holiday season as online shopping becomes less practical given delivery periods and costs. This year, consumers will have a full weekend to shop before Christmas, as the holiday falls on a Tuesday. As such, Super Saturday will be a key day for in-store activity.

The importance of each holiday shopping day differs by sector, NPD added. Black Friday was the most important day of 2017 for in-store apparel spending per buyer, while Thanksgiving was the top day for housewares and technology products, the firm reported.

“Online shopping drives significant holiday spending over those peak days, particularly among the early birds,” said Marshal Cohen, NPD Group chief industry advisor. “Some traditions remain, but more and more consumers are forgoing the Black Friday trip to the mall and doing their shopping online over more days.”