Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

US Store Sales Down Slightly for Thanksgiving and Black Friday

Sales at US 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 moving to the web.
By
  • Reuters

CHICAGO, United States —  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 moving 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.

ADVERTISEMENT

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.

"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.

ADVERTISEMENT

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.

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

By: Nandita Bose; editor:  Nick Zieminski.

In This Article

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.

What a Fashion Company Is Worth Today

In an era of austerity on Wall Street, apparel businesses are more likely to be valued on their profits rather than sales, which usually means lower payouts for founders and investors. That is, if they can find a buyer in the first place.


What’s the Plan at H&M?

The fast fashion giant occupies a shrinking middle ground between Shein and Zara. New CEO Daniel Ervér can lay out the path forward when the company reports quarterly results this week.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
BoF Professional - How to Turn Data Into Meaningful Customer Connections
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
BoF Professional - How to Turn Data Into Meaningful Customer Connections