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November 28, 2012
Shoppers surprised economic retail researchers for 2012 as national numbers set sales records for the Black Friday weekend.
According to a survey conducted by BIGinsight for the National Retail Federation, approximately 247 million shoppers visited stores and websites between early openings on what is now called Gray Thursday and through business closing times on Sunday.
The NRF reported that individual shoppers, on average, spent $423 during the Black Friday weekend, which was up from $398 during the same time period one year earlier. Total spending estimates for 2012 were listed at $59.1 billion.
“From green beans to great deals, millions of Americans found time this Thanksgiving to make the most of retailers’ promotions and enjoy a special family holiday,” NRF President Matthew Slay said in a prepared statement. “To keep their customers excited about holiday shopping, retailers will continue to offer attractive promotions through December, and provide strong consumer value with low prices, enhance mobile and online offerings, and unique product assortment.”
Regional numbers support national trends for Black Friday weekend, but some merchants contend shoppers are being more particular this year.
“We weren’t opened as early as everyone else, but sales went well on both our ladies and men’s sides,” Earl Williams Clothing President Charlotte Williams Black said from the Houma-based store. “I think we went up about 8-to 10-percent in sales. People are more conscious about how much they are spending per gift and being a lot more conservative.”
Black said weekend shopping at her store was strong in men’s shirts and ties, with jackets and sweaters moving for women. She also said most customers admitted taking a more personal approach in looking for good deals. “There weren’t a lot of gift items,” she said. “It was mostly people shopping for themselves.”
Peggy Dugas owns Apricot Lane Women’s Boutique in Southland Mall. On Monday, she had not calculated all her weekend numbers, but said she noticed even with targeting a few active days her traffic was up but sales were down from Black Friday weekend of 2011.
“They were a little lower, but we still did well,” she said of her 2012 activity.
“The store was busy with a lot of people wanting different stuff,” Dugas said. She credited conducting a buy-one and get-one half-off promotion for her traffic. “People tend to buy a second item with the half-off price,” she said.”Because of that sale, some of my higher price items were going, but in general people were just shopping.”
Dugas agreed with Black that consumers appear to be watching how much they spend, but said they still seem interested in making purchases.
“People are coming in knowing what they are looking for,” Pet Express owner Pat Tarantino said. “There is not as much impulse buying.”
Tarantino said that along with other area businesses he saw an approximate 10 percent increase in sales this Black Friday weekend compared to the previous year.
“Aquariums are real big,” Tarantino said in terms of popular products moving from his Houma business, “but I really don’t know why.”
Nancy Trahan is owner of Periwinkle Pink in Houma and specializes in decorating homes for Christmas. She said shoppers appear determined to enjoy themselves regardless of financial conditions.
“I don’t know that economy is getting any better, but people want a Merry Christmas,” Trahan said while observing a 10 percent increase in business for November 2012 from the same time one year earlier. “People are decorating their homes inside and out and seem excited.”
Big box retailers declined to disclose sales activity, but a spokeswoman with Target said consumer traffic was strong each day of the Black Friday weekend.
Houma Target store manager Vanessa Fontenot said her location had approximately 2,000 people in line before doors opened Thursday at 9 p.m. “Our big selling items were TV’s and electronics,” she said. “We saw more people throughout each day this year.”
According to the NRF survey, 28 percent of shoppers were among those waiting in line for midnight openings after Thanksgiving Day leftovers had been put away for the day. One year earlier, those standing in line amounted to 24.4 percent of weekend shoppers.
Online shopping also saw an increase in buying activity with average spending totaling $172.42 during the weekend. Internet purchases accounted for 40.7 percent of weekend activity. That was up from the 37.8 percent last year.
“There’s no question that millions of people were drawn to retailers’ aggressive online promotions this weekend, making sure to ensure they were getting the best deal they could,” BIGinsight Consumer Insight Director Pam Goodfellow said. “However, the shopper traffic increasing at department, discount and clothing stores over the weekend, it was clear that consumers still recognize Black Friday as one of the biggest shopping days of the year, as they have for decades.”
Black Friday gained that title as being an official kickoff to the Christmas shopping season and designates a final month push during which retailers tend to make the most of their money during the year.
John and Anita Carpenter of Houma browse the candles at Bath and Bodyworks in the Southland Mall. The Carpenters said they did the majority of their Christmas shopping online and were just in the mall to pick up a thank you gift for a friend.
