Black Friday & Cyber Monday Recap 2016

Now that retailers have survived the biggest shopping weekend of the year, they can sit back, review their performance, and begin planning for Thanksgiving Weekend next year, or for the rest of this holiday season.

 So, what were the results from Thanksgiving Weekend 2016?  We’ve got numbers. Here’s a recap of this year’s Black Friday and Cyber Monday sales.

13 Statistics from Black Friday & Cyber Monday 2016

1. According to the National Retail Federation, overall sales per person were down from $299.90 in 2015 to $289.19 this past weekend.

2. Online seemed to be the biggest winner for the weekend with Cyber Monday seeing $3.39 billion in online sales in the U.S., surging past Black Friday with $3.34 billion just three days prior.

3. Cyber Monday sales were up 10.2% compared to last year.

4. The number of U.S. adults shopping during the weekend beginning on Black Friday has risen to 135.9 million, up 6% from last year. Of those individuals, 76% shopped in physical stores, and 57% shopped online (while some did both).

5. In terms of where consumers shopped over the weekend, a survey released by the National Retail Federation and Prosper Insights & Analytics found that 44% went online and 40% shopped in-store.

6. The survey also found that nearly 3 in 10 shoppers (29%) headed to the stores after 10 a.m. on Black Friday, up from 24% last year.

7. Less than 15% of consumers arrived to the stores by 6 a.m. or earlier on Black Friday.

8. The survey found that only 9% of consumers have finished their holiday shopping, down 2% from last year.  While 23% have yet to make any dents in their lists, up 4% from last year.

9. According to the survey, Millennials (ages 18-34) continue to drive the increase in shopping during Thanksgiving Weekend. Eight in ten shopped over the weekend, of which 25-34 year olds shopping the most in store (56%) and online (62%).

10. Fifty percent of consumers that shopped in store indicated that the deals were too good to pass up, according to NRF.

11. The survey also found that of those that shopped in store, 51% shopped at department stores, 34% at discount stores, 32% at electronics stores, 28% at clothing or accessories stores, and 25% at grocery/supermarket stores.

12. Some of the most popular gifts purchased over the weekend included clothing or clothing accessories (50%), toys (32%), electronics (30%), books, CDs, DVDs, videos or video games (28%), and gift cards (20%) according to the survey. 

13. Finally, the survey found that 56% of smartphone owners and 53% of tablet owners used these devices to assist with weekend shopping activities.  

Though early and mid-season shopping is over, retailers still have time to get their marketing strategy on track for the rest of the holiday season.  Check out our Holiday Email Marketing Playbook for more tips on how to make the most of your triggered email sends.


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