Holiday shopping season off to record start
Monday, November 26, 2012
NEW YORK (AP) — If you make holiday shopping convenient, Americans will come in droves.
It’s estimated that U.S. shoppers hit stores and websites at record numbers over the Thanksgiving weekend, according to a survey released by the National Retail Federation on Sunday.
They were attracted by retailers’ efforts to make shopping easier, including opening stores on Thanksgiving evening, updating mobile shopping applications for smartphones and tablets, and expanding shipping and layaway options.
All told, a record 247 million shoppers visited stores and websites over the four-day weekend starting on Thanksgiving, up 9.2 percent of last year, according to a survey of 4,000 shoppers that was conducted by research firm BIGinsight for the trade group. Americans spent more too: The average holiday shopper spent $423 over the entire weekend, up from $398. Total spending over the four-day weekend totaled $59.1 billion, up 12.8 percent from 2011.
Caitlyn Maguire, 21, was one of the shoppers that took advantage of all the new conveniences of shopping this year. Maguire, who lives in New York, began buying on Thanksgiving night at Target’s East Harlem store. During the two-hour wait in line, she also bought items on her iPhone on Amazon.com. On Friday, she picked up a few toys at Toys R Us. And on Saturday she was out at the stores again.
“I’m basically done,” said Maguire, who spent about $400 over the weekend.
The results for the weekend appear to show that retailers’ efforts to make shopping effortless for U.S. consumers during the holiday shopping season worked.
Retailers, which can make up to 40 percent of their annual revenue in November and December, were hoping Thanksgiving openings and other incentives would help boost what’s expected to be a difficult holiday shopping season. The National Retail Federation estimates that overall sales in November and December will rise 4.1 percent this year to $586.1 billion.
That’s more than a percentage point lower than the growth in each of the past two years, and the smallest increase since 2009, when sales were nearly flat.