Retailers kicked off the holiday selling season in style as shoppers across the country set their alarms for the wee hours of the morning to catch doorbuster specials. According to the National Retail Federation’s 2006 Black Friday Weekend Survey, conducted by BIGresearch, more than 140 million shoppers hit the stores on Black Friday weekend, spending an average of $360.15, up 18.9 percent from last year’s $302.81 (spending data includes Thursday, Friday, Saturday and projected spending for Sunday).
Retail stores opened earlier than ever on Black Friday and shoppers responded. According to the survey, one-third of Black Friday shoppers (36.2 percent) got to their first shopping destination before sunrise (6 a.m.). By 9 a.m., more than half of shoppers (58.8 percent) said they had already visited one store. Men were more likely to wait in line than women, as 17.3 percent of men said they got to their first store by 4 a.m., compared to just 8 percent of women who arrived by that time.
Though more women went shopping than men (47.9 versus 37.4 percent), men outspent their counterparts. According to the survey, men who hit the stores this past weekend outspent women by 38.1 percent, with men spending $420.37 on average and women spending $304.30.
Though discounters were still the most popular shopping destination, traffic dropped substantially from last year (49.6 vs. 60.7 percent in 2005). Traditional department stores were also a popular destination (38.8 percent) as well as specialty retailers like clothing and toy stores (37.5 percent). One-fourth of consumers (23 percent) also took advantage of some retailers’ Web-only specials this past weekend.
The most popular items purchased were clothing or clothing accessories (41.4 percent) as well as books, CDs, DVDs, videos or video games (41.4 percent). Also on many lists were consumer electronics or computer-related accessories (33.3 percent) as well as toys (28.3 percent), gift cards/gift certificates (17.6 percent) and home décor or home-related furnishings (17.4 percent).
As of Nov. 26, the average person has completed 35.6 percent of their holiday shopping, showing no change from last year. Approximately nine percent had finished their holiday shopping.
