According to the National Retail Federation, the number of shopper this Black Friday went up, but the amount of spending went down.
The federation said in a release that this trend was expected.
Americans spent $41.2 billion over the Thanksgiving holiday weekend. The National Retail Federation conducted a survey with BIGresearch over the weekend confirmed that more people spent less and were looking for bargains.
The report showed that 195 million shippers, up from 172 million last year, visited retail stores and Web sites over the weekend. Average spending dropped from $372.57 a year ago to $343.31.
“Shoppers proved this weekend that they were willing to open their wallets for a bargain, heading out to take advantage of great deals on less expensive items like toys, small appliances and winter clothes,” said Tracy Mullin, NRF President and CEO. “While retailers are encouraged by the number of Americans who shopped over Black Friday weekend, they know they have their work cut out for them to keep people coming back through Christmas. Shoppers can continue to expect retailers to focus on low prices and bargains through the end of December.”
Nearly half of shopper visited department stores, almost a 13 percent increase from last year.
Today is Cyber Monday, during which it is expected that 96.5 million Americans will shop online this year, up from 85 million in 2008.
According to the survey, nearly one-third (32.2 percent) of shoppers purchased toys, an increase of 12.9 percent from last year. Additionally, more people purchased sporting goods (12.6 percent vs. 11.4 percent last year), personal care or beauty items (22.4 percent vs. 19 percent) and gift cards (21.2 percent vs. 18.7 percent). The most popular purchases were of clothing (0.9 percent) and books (40.3 percent).
About one-third of shoppers were at the stores by 5 a.m., compared with 23.3 percent who were at stores by that time last year.