Infographic: Who Will Be Shopping Over Thanksgiving Weekend?

By eleventy marketing group

Thanksgiving Shopping ExpectationsFor most of us, Thanksgiving is a time for feasting with family. But for millions of Americans another activity also takes a place at the top of the Turkey Day weekend priority list: shopping.

It’s easy to understand why. With brands in marketing overdrive, deals galore, and event days like “Black Friday”, “Small Business Saturday” and “Cyber Monday” there’s plenty of incentive, inspiration and motivation to buy, buy, buy.

Just how many consumers will actually be taking part in the shopping festivities this Thanksgiving weekend?

Each year, the National Retail Federation (NRF), the world’s largest retail trade association, representing retailers from the United States and more than 45 countries, conducts a Preliminary Thanksgiving Weekend Survey to get a sense of what consumer activity will be like on one of the biggest shopping windows of the year.

Of particular note in this year’s survey are the great number of Millennials (18-34) who say they will be purchasing this weekend. In an NRF press release, Prosper’s Principal Analyst Pam Goodfellow is quoted as saying:

“For these adults, it’s less about making room for pumpkin pie and more about going out with friends, checking out the deals through their mobile phones and experiencing retailers’ night owl hours and perhaps making a dent in their shopping lists.” 

Goodfellow also notes that online shopping should see an uptick this year:

“Given how shoppers today overall gravitate towards all things digital, there’s a high likelihood online shopping will be bigger than ever over the holiday weekend and on Cyber Monday.”

Below are some other notable findings from the NRF survey—along with a shareable infographic containing some significant survey stats for brands.

9 NRF Survey Stats Showing How Americans Will Shop on Thanksgiving Weekend

  1. An estimated 135.8 million shoppers (58.7% of Americans) definitely will or may shop on Thanksgiving, Black Friday, Small Business Saturday and/or Sunday
  2. Of those, 73.5% say they will shop on Black Friday
  3. 49% of those surveyed say they will shop in stores and online on Saturday (the most overlooked shopping day of the holiday weekend)
  4. 22.3% of people said they will shop on Small Business Saturday and 54% said maybe
  5. 79.6%–or 183.8 million shoppers–said they would or may shop on Cyber Monday
  6. 77.8% of 18-24 year olds and 77.4% of 25-34 year olds said they definitely will or may shop online and in stores over the Thanksgiving weekend
  7. Of those Millennials who will or may shop over the holiday weekend, the survey found 84.3% of 18-24 year olds and 80.2% of 25-34 year olds say they will shop on Black Friday
  8. 34.7% of those who are planning to or may shop on Saturday will specifically shop to support small businesses over the weekend.
  9. 88.7% of 18-24 year olds and 90.9% of 25-34 year olds say yes or maybe when asked if they will shop online on Cyber Monday

Immediately following the weekend, the NRF will release its Thanksgiving Weekend Survey, which provides an indication of how many people who said they planned on shopping this weekend actually did, what time people started shopping, and how much time they spent online over the weekend. Those are always interesting results to see, so stay tuned.

UPDATE: See the results from the NRF Thanksgiving Weekend Survey here