Get 40% Off
🤯 This Tech Portfolio is up 29% YTD! Join Now to Get April’s Top PicksGet The Picks – Just 99 USD

U.S. store sales down slightly for Thanksgiving and Black Friday

Published 11/28/2015, 05:44 PM
Updated 11/28/2015, 05:50 PM
© Reuters. Shoppers leave with check out with their purchases from  the Best Buy store in Westbury, New York

© Reuters. Shoppers leave with check out with their purchases from the Best Buy store in Westbury, New York

By Nandita Bose

CHICAGO (Reuters) - Sales at U.S. brick-and-mortar stores on Thanksgiving Day and Black Friday were down slightly from last year, but the performance was still seen as strong in a holiday shopping season where discounts spread well beyond the weekend and many shoppers moved to the web.

Online sales were up by double digits, according to data released on Saturday.

Data from analytics firm RetailNext showed overall sales for both days fell 1.5 percent on flat customer traffic, while average spending per shopper dropped 1.4 percent.

Preliminary data from ShopperTrak showed sales at stores totaled about $12.1 billion on Thursday and Friday. The company said it is an "estimated decrease from last year" but did not give the percentage decline due to an internal change in the way it calculates data. Last year, it reported sales of $12.29 billion for the same period.

ShopperTrak will release its final sales numbers on Tuesday. It stuck by its forecast of a 2.4 percent increase for November and December sales.

The data highlights the waning importance of Black Friday, which until a few years ago kicked off the holiday shopping season, as more retailers start discounting earlier in the month and open their doors on Thanksgiving Day.

Both firms said that despite the fall in sales over the two days, the performance must be interpreted as a good one for retail stores because sales held up amid rising competition from online shopping and were better than expected due to pent-up consumer demand and lower gas prices.

Last year Black Friday and Thanksgiving sales were disappointing, forcing retailers to double down on discounts which led to a last-minute shopping frenzy.

"It's still a good performance for the weekend, given the growth that is being witnessed online as well," ShopperTrak founder Bill Martin said.

ShopperTrak said Thanksgiving and Black Friday generated $1.8 billion and $10.4 billion in sales respectively. Martin said early promotions in November were a bigger factor hurting Black Friday than store openings on Thanksgiving evening.

Customer traffic remained flat on Thanksgiving Day from a year earlier while traffic fell 1.8 percent on Black Friday, RetailNext said. Their estimate last year showed overall traffic for both days fell 14 percent.

"The numbers are down but it's still a better sales trend during the two days than we have seen for physical retail through the year and especially after a very difficult summer and October," Shelley Kohan, vice president of retail consulting at RetailNext, said.

Electronics and toys, which were better promotions did well, both firms said. Apparel sales struggled despite better promotions, Kohan said.

ONLINE SALES STRONG

Separate data underscored the ongoing shift of shopping to online retailers.

Online Thanksgiving and Black Friday sales tracked by Adobe Digital Index were $4.47 billion, up 18 percent from a year earlier and higher than its expectation of $4.35 billion. Adobe tracked 80 percent of all online transactions from the top 100 U.S. retailers.

Brick-and-mortar retailers who have online operations offered better web deals during Thanksgiving and Black Friday and saw higher sales than online only retailers, said Tamara Gaffney, principal research analyst at Adobe Digital Index.

© Reuters. Shoppers leave with check out with their purchases from  the Best Buy store in Westbury, New York

She said discounting levels online averaged 26 and 24 percent on both days respectively, and remained similar to last year's levels.

Latest comments

Risk Disclosure: Trading in financial instruments and/or cryptocurrencies involves high risks including the risk of losing some, or all, of your investment amount, and may not be suitable for all investors. Prices of cryptocurrencies are extremely volatile and may be affected by external factors such as financial, regulatory or political events. Trading on margin increases the financial risks.
Before deciding to trade in financial instrument or cryptocurrencies you should be fully informed of the risks and costs associated with trading the financial markets, carefully consider your investment objectives, level of experience, and risk appetite, and seek professional advice where needed.
Fusion Media would like to remind you that the data contained in this website is not necessarily real-time nor accurate. The data and prices on the website are not necessarily provided by any market or exchange, but may be provided by market makers, and so prices may not be accurate and may differ from the actual price at any given market, meaning prices are indicative and not appropriate for trading purposes. Fusion Media and any provider of the data contained in this website will not accept liability for any loss or damage as a result of your trading, or your reliance on the information contained within this website.
It is prohibited to use, store, reproduce, display, modify, transmit or distribute the data contained in this website without the explicit prior written permission of Fusion Media and/or the data provider. All intellectual property rights are reserved by the providers and/or the exchange providing the data contained in this website.
Fusion Media may be compensated by the advertisers that appear on the website, based on your interaction with the advertisements or advertisers.
© 2007-2024 - Fusion Media Limited. All Rights Reserved.