Nearly 70% of Americans Plan to Shop From Thanksgiving Day Through Cyber Monday


Hot apple cider by the fireplace, Grandma’s pecan pie and rampant consumerism — the hallmarks of every good Thanksgiving celebration.

This year, more than 164 million consumers plan to shop over Thanksgiving weekend, from Turkey Day through Cyber Monday, according to statistics from the National Retail Federation. In their annual survey of 7,439 Americans ahead of the biggest shopping weekend of the year, NRF found 69% of respondents surveyed are planning to or are considering shopping during Thanksgiving weekend.

Those figures — and the weekend itself — have grown to more than just Black Friday. This is the first year NRF accounted for Thanksgiving Day, Black Friday, Small Business Saturday and Sunday and Cyber Monday.

Of those surveyed, 20% plan to shop on Thanksgiving. About 70% intend to shop on Black Friday. Small Business Saturday traffic is on pace to grow, with 43% reporting they’ll shop Nov. 25. Of those, 76% said they’ll do so specifically to support small businesses. About 20% plan to shop Sunday, and 48% intend to shop on Cyber Monday.

Motive varies: 66% of shoppers are searching for holiday deals, 16% said it’s a holiday tradition, 23% said it’s just something to do to spend time during the long weekend and 23% said it’s how they get started on a season of holiday shopping.

For those who plan to stay home that weekend, 52% said the experience is what turns them off and 51% said they have never shopped during the Thanksgiving weekend. Here’s the good news for retailers — of those who refuse to venture out, about a quarter said a good deal could change their minds.

Which retailers plan on opening their doors early? 

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