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Black Friday Shoppers Spend Record $52 Billion
Nov 30, 2011
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A record 226 million shoppers visited stores and websites over Black Friday weekend, up from 212 million in 2010, according to a National Retail Federation survey conducted by BIGresearch.

The average holiday shopper spent $398.62 over the weekend in 2011, up from $365.34 last year, and total spending reached an estimated $52.4 billion. Shoppers spent an average of $150.53 on the web – 37.8% of their total weekend spending (up from 33.3% in 2010).

“More consumers than ever turned out for retailers’ Black Friday promotions, a promising sign for the economic recovery,” said NRF President and CEO Matthew Shay. He added, “Retailers know the holiday season is far from over and will continue to look for ways to excite holiday shoppers and build on the momentum we’ve seen thus far.”

The survey reported that 28.7 million people shopped online and at stores on Thanksgiving Day, up from 22.2 million in 2010. A record 86.3 million people shopped online and in stores on Black Friday.

Four in 10 shopper - 39.4% - bought electronics, (36.7% in 2010). Appliance purchases were not surveyed.

“Consumers are clearly demonstrating their desire to spend this holiday season, but… Retailers will have to stick to an aggressive holiday promotion schedule to keep consumers interested," said Phil Rist, EVP, BIGresearch.

NRF reported that:
• 25.7% of Americans with smartphones/tablet devices said they did or will purchase items with their devices
• 37.4% researched products and compared prices with their smartphones/tablets

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